Purpose – This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface. Design/methodology/approach – This paper integrates research from co/creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations. Findings – This paper offers insights on: the implications of SDL for entrepreneurship; the value of co/creation in an entrepreneurial context; and an exploration of risk and co/creation, mass customization, and scale production in an entrepreneurial marketing context. Originality/value – This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co/creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co/creation and SDL in an entrepreneurial marketing context.
|Number of pages||13|
|Journal||Journal of Research in Marketing and Entrepreneurship|
|Publication status||Published - 10 Oct 2009|