Influence from entrepreneurship in marketing theory

Claes M. Hultman (Swedish Business School, Orebro University, Orebro, Sweden)
Gerald E. Hills (Bradley University, Peoria, Illinois, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Publication date: 18 October 2011



The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.


The authors present conceptual arguments for an increased attention to findings within entrepreneurship theory in the future research and education of marketing.


Present mainstream marketing theory can be criticized for emphasizing managerial marketing behavior. Entrepreneurial activities are an important part of today's business world and this should be reflected in how we teach and research marketing. The research interface between entrepreneurship and marketing can, therefore, create fruitful developments for marketing. Some examples are: opportunity recognition processes; how marketing decisions are made and implemented; and strategic marketing.


The paper reflects the authors' opinion and provides some arguments for an increased focus on entrepreneurial aspects in future marketing education and research.



Hultman, C. and Hills, G. (2011), "Influence from entrepreneurship in marketing theory", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 120-125.

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Copyright © 2011, Emerald Group Publishing Limited

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