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Article

Chickery J. Kasouf, Jenny Darroch, Claes M. Hultman and Morgan P. Miles

This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.

Abstract

Purpose

This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.

Design/methodology/approach

This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.

Findings

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.

Originality/value

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.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 10 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article

Morgan P. Miles, Stuart Crispin and Chickery J. Kasouf

The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.

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.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 13 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

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