Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field.
A four-phase bibliometric research design is implemented, encompassing co-citation and bibliographic-coupling analyses, network analysis, factor analysis and correspondence analysis.
In total, 14 EM literature clusters, comprising 7 topical meta-clusters, are mapped and discussed: the 7 clusters are resources and capabilities, entrepreneurial orientation (EO), measurement, EO/marketing orientation (MO) integration, MO, international entrepreneurship and social entrepreneurship.
These topical streams confirm, refine and extend prior bibliometric studies. A more comprehensive, extensive and reliable picture of EM’s literature is provided, the result of using over twice as many references as prior studies and peer-reviewed journals only. Results will help guide EM research, contributing toward the field’s empirical/theoretical development.
Most, F., Conejo, F.J. and Cunningham, L.F. (2018), "Bridging past and present entrepreneurial marketing research: A co-citation and bibliographic coupling analysis", Journal of Research in Marketing and Entrepreneurship, Vol. 20 No. 2, pp. 229-251. https://doi.org/10.1108/JRME-11-2017-0049Download as .RIS
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