Methodologies For Research at the Marketing/Entrepreneurship Interface

Audrey Gilmore · Nicole E. Coviello

63 citations0/0 files storedJournal of Research in Marketing and Entrepreneurship

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Business and Management Studies Entrepreneurship Studies and Influences Business Strategies and Management Research

Abstract

This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings of the annual International Symposium on Research at the Marketing/Entrepreneurship Interface, the paper highlights the importance of contextual issues in interface studies, the role of qualitative and mixed method designs, and the need for further cross‐national investigations.

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References

1991Entrepreneurship Theory and Practice 1988A Naturalistic Inquiry into Buyer and Seller Behavior at a Swap Meet 1992Acting as If: Differentiating Entrepreneurial from Organizational Behavior 1991The Relationship between Marketing Orientation and Entrepreneurial Orientation 1992Research at the Marketing Interface to Advance Entrepreneurship Theory 2004Research at the Marketing/Entrepreneurship Interface 1996“Integrative” qualitative methods in a services context 1985The Marketing/ Small Enterprise Paradox: A Research Agenda

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