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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1471-5201
- DOI
- 10.1108/14715201111176417
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Research in Marketing and Entrepreneurship – Emerald Publishing
Published: Oct 18, 2011
Keywords: Marketing; Entrepreneurship; Entrepreneurial marketing