Entrepreneurship's relevance to marketing
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 18 October 2011
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.
Keywords
Citation
Miles, M.P., Crispin, S. and Kasouf, C.J. (2011), "Entrepreneurship's relevance to marketing", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 126-136. https://doi.org/10.1108/14715201111176417
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited