Entrepreneurship's relevance to marketing

Morgan P. Miles · Stuart Crispin · Chickery J. Kasouf

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

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Entrepreneurship Studies and Influences Marketing and Advertising Strategies Business Strategies and Innovation

Abstract

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.

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References

1997Dynamic capabilities and strategic management 2003Evolving to a New Dominant Logic for Marketing 2000The Promise of Entrepreneurship as a Field of Research 1990The Effect of a Market Orientation on Business Profitability 2007Service-dominant logic: continuing the evolution 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1989Strategic management of small firms in hostile and benign environments 2001Causation and Effectuation: Toward a Theoretical Shift from Economic Inevitability to Entrepreneurial Contingency

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2023A systematic literature review of startup survival and future research agenda 2018Paying attention to the customer: consumer forces in small town entrepreneurial ecosystems

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