Methodologies For Research at the Marketing/Entrepreneurship Interface

Abstract

This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings of the annual International Symposium on Research at the Marketing/Entrepreneurship Interface, the paper highlights the importance of contextual issues in interface studies, the role of qualitative and mixed method designs, and the need for further cross‐national investigations.

Citation

Gilmore, A. and Coviello, N. (1999), "Methodologies For Research at the Marketing/Entrepreneurship Interface", Journal of Research in Marketing and Entrepreneurship, Vol. 1 No. 1, pp. 41-53. https://doi.org/10.1108/14715209980001555