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This paper considers the relevance which networks have for research at the Marketing/Entrepreneurship Interface. The paper argues that while there is some evidence to suggest that networks are an important tool for entrepreneurial firms, there is a need to more clearly explain what is meant by the terms “network” and “networking”. It is proposed that by using a definition of networks borrowed from the field of social anthropology, current understanding of the marketing benefits that can accrue to firms which make entrepreneurial use of networks can be advanced. Drawing upon the findings of research which employed such a definition, the paper concludes that networks and the activity of networking are indeed important entrepreneurial marketing tools and that further research attention to these is required to acquire a comprehensive understanding of these.

The purpose of this paper is to propose a conceptualisation of the components of contextual marketing (CM), in light of the outcome of the Charleston Summit, through the development of the meaning and operation of language used in context – that is: the language and the associated meaning of words used in a highly socialised setting such as a small firm and articulated through conversation.

A conceptualisation of the components of CM are proposed based upon a critical review of pertinent literature and the development of extant conceptualisations for research at the marketing/entrepreneurship interface.

A model is produced that outlines a development of one of the four perspectives (as an outcome of the Charleston Summit) of research at the marketing/entrepreneurship interface and proposes that a third notion be considered in developing research studies that includes the wider aspects of sociology, psychology, anthropology and philosophy – in this case: sociolinguistics, in order that a better insight be gained of the meaning and operation of marketing at the “interface”.

A more detailed understanding of the components of CM will advance research meaning and gain practitioner credibility.

This paper develops a conceptual framework for future and further research at the interface by considering the need to introduce fundamental socially derived aspects to the scope of research – in this case the third notion of sociolinguistics – in order to gain a better insight to the phenomena of marketing in entrepreneurial small firms.

Entrepreneurial marketing (EM) is at the brink of becoming an established discipline. To advance the field further and to better guide research efforts in different sub categories, the purpose of this paper is to examine the field's intellectual structure with the help of citation and co‐citation analysis.

This paper is based on a two‐stage research design. First a citation analysis is carried out through which thematic clusters are identified. In a second step a co‐citation analysis is conducted to determine the intellectual structure of EM research.

This study exposes the most influential authors and publications and emphasizes conjunctions among scholars and their findings. Results show three streams that are the foundation of EM research: theoretical foundations of management, entrepreneurship, and marketing; the research interface of marketing and entrepreneurship; SME and new venture marketing.

The results of a bibliometric analysis are limited by the publications that have been selected as a starting point. However, through the selection criteria chosen to identify the database for analysis, the authors are confident that the results illustrate the intellectual structure of EM research in its entirety. The authors recommend that future research should be conducted in one of the three sub‐fields identified in this study.

By laying out different research streams within EM it is hoped that future research will be guided in different directions. “Fine‐tuning” of research efforts will benefit small, new, and entrepreneurial firms.

The analyses conducted in this paper draw a picture of the field that is based on a quantitative approach and therefore sets itself apart from other literature reviews that have a qualitative core.

The focus of this paper is the interrogation of an artistic approach with the purpose of understanding entrepreneurial marketing.

This is a conceptual paper although the evaluation is grounded in prior quantitative and qualitative research in entrepreneurial marketing, creativity and art.

An artistic approach to understanding entrepreneurial marketing matches the way in which the owner/manager behaves in practice by constructing a personalised approach to doing marketing.

The paper calls for more creative ways of understanding entrepreneurial marketing. This involves more experimentation in research methodology. The experimental approach also mirrors entrepreneurial marketing practice.

The outcomes address existing theory versus practice gaps so that a more meaningful understanding of entrepreneurial marketing practice can be obtained through the re‐imagining of the entrepreneurial marketer as an artist.

This is an under‐utilised approach to understanding entrepreneurial marketing. The approach matches the wider calls for artistic methods in the wider management academy.

The resource-based view (RBV) emphasises the importance of resources for firm performance. However, recent research argues that the focus on firm performance should also be based on inside-out (IO) and outside-in (OI) capabilities. Specifically, we study the importance of resources on product development (an IO) and market driving (an OI) entrepreneurial marketing capabilities on entrepreneurial firm performance in an emerging market. The study further investigates the moderating effects of marketing agility on the relationship between resources and capabilities.

The study is based on survey data of a multi-industry sample of 102 entrepreneurial firms in Pakistan.

The results show that marketing agility moderates the relationship between resource-mix flexibility on product development and market driving capabilities, but it only positively moderates the relationship between resource-mix inimitability and product development capability. Marketing driving and product development capabilities play a role as parallel mediators between resources and firm performance.

The study lies at the intersection of marketing and entrepreneurship literature by (1) providing a nuanced understanding of marketing agility as a boundary spanning factor for IO and OI entrepreneurial marketing capabilities; (2) integrating the resource types and product development from IO and market-driving from OI capabilities perspectives; (3) identifying the effects of IO and OI on firm performance providing guidance for entrepreneurs seeking improved firm performance.

The paper aims to analyse the relationship between marketing and entrepreneurship. It looks at the way in which Web 2.0 technologies are changing the marketing and entrepreneurial landscapes.

The paper explores the impact of Web 2.0 social media for entrepreneurial marketing. It looks at social media as a marketing tool and considers the positive and negative effects it has for entrepreneurs and small businesses.

Web 2.0 plays a central part in the functioning and delivery of marketing and entrepreneurship. It empowers individual consumers and provides additional communication channels for comment, feedback, and involvement in shaping product and service development and experience. It is also a tool for human empowerment, liberation and advancing the cause of freedom, including the freedom to start a business.

The paper discusses issues of “real‐world” relevance, which entrepreneurs, small business owners and marketing practitioners can use to inform and develop their practice. It argues that Web 2.0 can be used to liberate and further emancipate consumers and further the cause of entrepreneurship.

The present paper explores and analyses various aspects of entrepreneurial marketing in the different regions (developed or developing) and attempts to consolidate the extant literature in the field of entrepreneurial marketing and suggests future directions for research.

The research questions developed by the paper deal with (1) comparison of entrepreneurial marketing in the developed and developing world; (2) methodological approaches used in entrepreneurial marketing; (3) the constructs or theories used in literature; (4) the existing research gaps and potential future directions in research of entrepreneurial marketing. To answer the same, we conduct a systematic literature review of the 82 research papers extracted from the Web of Science (WoS) and ScienceDirect databases.

The findings are presented in the form of descriptive and results. The descriptive findings show that more studies are needed in developing nations, introducing or developing entrepreneurial marketing conceptually, using mixed research designs, having objective measurements of constructs and contributing to comparative studies. The results discuss the constructs and theories employed in the extant literature and suggest that theories like human capital, creation, causation or trust are fundamental to study entrepreneurial marketing.

The paper adopts the existing entrepreneurial, marketing, innovation, and customer orientation (EMICO) framework and further develops an organizing framework to discover several gaps in the existing literature that can further be explored and promote the development of research in entrepreneurial marketing.

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 study is to explore the facets, antecedents and consequences of coopetition using three dimensions of entrepreneurial marketing. Coopetition is the interplay between competition and cooperation in which companies seek to collaborate with their rivals with the aim of enhancing performance compared to if they operated independently.

This paper reports on 38 interviews across 25 firms competing in the New Zealand wine industry. Triangulation procedures were via primary and secondary methods. This data was analysed through a series of techniques to produce credible findings.

Coopetition is comprised of resource- and capability-sharing activities. These activities are driven by an industry-wide cooperative mind-set; also, firms having access to competitors’ resources and capabilities. Coopetition was found to increase performance in ways that would not be possible if firms did not collaborate with their rivals.

Previous studies have focused on the facets and consequences of coopetition rather than its antecedents. Whilst exploration of these facets was undertaken in this study to reinforce prior research, this paper also investigates the antecedents of coopetition underpinned by the resource-based theory to contribute to the entrepreneurial marketing literature.

The entrepreneurial marketing paradigm is open to several interpretations. One such is that we should consider, in particular, the behaviour of small firms, and in particular, small entrepreneurial firms; another interpretation is to argue for the building of a completely new, and substantive, paradigm that builds upon, for example personal contact network development and focuses upon marketing activity being compressed, non‐linear in outlook and application, and informal. In this article the author asks a fundamental question highly pertinent to the developing subject of marketing within small firms. Is conventional marketing theory and practice from the “classical school” applicable to all types of organisations no matter what their size, or do smaller firms need a different sort of marketing, more suited to their particular needs? The paper concludes that in many cases the central core hub of marketing that has become known as the classicist philosophy of strategic marketing management (see Brennan, Baines, and Garneau, 2003) is appropriate and can often be employed to the smaller enterprise with beneficial commercial effects. However there may be some reluctance on the part of small firms to accept the notion that conventional marketing is of particular use. The author hopes that this short paper will provoke a subsequent debate about the current “state of play” concerning the entrepreneurial marketing paradigm.