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Entrepreneurship's relevance to marketing

Entrepreneurship's relevance to marketing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Entrepreneurship's relevance to marketing

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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

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