Entrepreneurship's relevance to marketing

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.

Citation

Miles, M.P., Crispin, S. and Kasouf, C.J. (2011), "Entrepreneurship's relevance to marketing", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 126-136. https://doi.org/10.1108/14715201111176417