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Entrepreneurship's relevance to marketing
Purpose: The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.
Design/methodology/approach: The paper is a literature review that uses examples from the literature to propose new research directions.
Findings: The paper proposes research opportunities, and concludes that the contributions of entrepreneurship to normative macro-marketing are largely absent.
Practical implications: The marketing/entrepreneurship interface continues to be a connection that is difficult to define. Yet, it is an area with rich research potential, and it is critical that marketing embraces these opportunities to strengthen its strategic focus as a discipline.
Originality/value: The paper integrates literature from a variety of perspectives from marketing and related fields, and maps the marketing/entrepreneurship interface on Hunt’s classification schema.
Publication titleJournal of Research in Marketing and Entrepreneurship
PublisherEmerald Group Publishing Ltd.
Place of publicationUK
Rights statementCopyright © Emerald Group Publishing Limited 2011