Entrepreneurship's relevance to marketing

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

Research output: Contribution to journalArticle

12 Citations (Scopus)
4 Downloads (Pure)

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.
Original languageEnglish
Pages (from-to)126-136
Number of pages11
JournalJournal of Research in Marketing and Entrepreneurship
Volume13
Issue number2
DOIs
Publication statusPublished - 18 Oct 2011

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