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This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.
This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.
This paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.
This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.
The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.
The paper is a literature review that uses examples from the literature to propose new research directions.
The paper proposes research opportunities, and concludes that the contributions of entrepreneurship to normative macro‐marketing are largely absent.
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.
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.