Influence from entrepreneurship in marketing theory

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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.

Originality/value

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

Citation

Hultman, C.M. and Hills, G.E. (2011), "Influence from entrepreneurship in marketing theory", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 120-125. https://doi.org/10.1108/14715201111176408