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The translation practices, which accompany the evolution of communication in history, are usually dealt with in the context of textual communication or oratory. This article seeks to expand such practices to other forms of language, especially translation in the symbolic realm of interpretation, promoting an analysis of the occurrence of the translation of essential attributes in business DNA, from the perspective of entrepreneurs whose businesses are in the ideation stage. Considering the recent growth of entrepreneurship initiatives, it is essential to understand the impact of the ideas translation, seeking to evolve business concepts. The objective of this paper is to understand how the translation of DNA occurs by entrepreneurs in businesses in the early stage of development. The study applied the DNA Tool, in creative events, with two distinct groups of entrepreneurs, one in remote modality and the other in hybrid modality. It was possible to perceive that, even though the businesses are at an early development stage, the entrepreneurs have a good vision of their main characteristics. However, it is possible to observe a fragility in the uniqueness of these attributes among the projects, which points to a strong influence of the collective in the translation process. |
