Interface research: a commentary on a commentary – ten years on

Abstract

Purpose This paper aims to be a reflection on the marketing/entrepreneurship interface paradigm after ten years. Design/methodology/approach The paper reviews original comments made in the inaugural issue Journal of Research in Marketing and Entrepreneurship and uses relevant parts of this to serve as a foundation for contemporary reflections. Findings The paper finds that perhaps there is a need to refocus research initiatives towards small business (SB) marketing/entrepreneurship. Practical implications Given the dearth of knowledge within the small business sector of WEB and WEB 2.0 as potential business tools, there are potentially huge practical implications stemming from meaningful research outcomes. Originality/value Comments are original thought based on many years' research and practice in the SB marketing/entrepreneurship interface.

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