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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.

In this paper the authors address the issue of the management of the marketing/entrepreneurship interface in small entrepreneurial knowledge‐based firms (EKFs). According to the perspective presented in this work, in such firms, the management of the interface is strictly related to ensuring a suitable balance of market and technological innovation capabilities throughout each phase of firm’s life. In order to contribute to the debate in this research area, the authors propose a theoretical framework based on both organizational configuration and resource‐based theories. Within this theoretical framework, a methodology to evaluate firm’s innovation capabilities based on the use of fuzzy logic is described. The proposed methodology was tested in a field analysis whose results are presented in the paper. On the basis of these empirical results, some useful indications and practical lessons concerning the relationships between marketing/entrepreneurship and innovation in small innovative firms are discussed.

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research.

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed. It is argued that much of the contemporary Nordic research in marketing, for example, networks, relationship marketing and recent phenomena such as strategic alliances and imaginary organisations, is important for the understanding of marketing behaviour in entrepreneurial.

Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating whether a proposed low‐budget marketing strategy for a new venture shows promise of being successful. The procedure consists of four sets of screening conditions. A well‐designed marketing strategy should have a reasonably good chance of being successful if it (1) will tightly integrate the product/service and price offerings, the intended distribution method, and the intended promotion plan with the new venture’s designated target market, (2) will encounter no serious marketing strategy execution difficulties which cannot be resolved, (3) uses marketing concepts which can be executed with a small marketing budget, and (4) displays three characteristics believed to be strongly associated with marketing strategies that are successful over the long term.

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.

Guided by resource-based theory, this study unpacks the relationship between an export entrepreneurial marketing orientation (EMO) and export performance. This is undertaken by investigating quadratic effects and the moderating role of export coopetition (cooperation amongst competitors in an international arena).

Survey responses were collected from a sample of 282 smaller-sized wine producers in Italy. This empirical context was ideal, as it hosted varying degrees of the constructs within the conceptual model. Put another way, it was suitable to test the underlying issues for theorising purposes. The hypotheses and control paths were tested through a three-step hierarchical regression analysis.

An export EMO had a non-linear (inverted U-shaped) association with export performance. Furthermore, this link was positively moderated by export coopetition. With too little of an export EMO, small enterprises might struggle to create value for their overseas customers. With too much of an export EMO, owner-managers could experience harmful performance outcomes. By cooperating with appropriate industry rivals, small companies can acquire new resources, capabilities and opportunities to help them to boost their export performance. That is, export coopetition can stabilise some of the potential dangers of employing an export EMO.

The empirical findings signified that an export EMO has potential dark-sides if these firm-wide behaviours are not implemented effectively. Nevertheless, cooperating with competitors in export markets can alleviate some of these concerns. Collectively, unique insights have emerged, whereby entrepreneurs are advantaged by being strategically flexible and collaborating with appropriate key stakeholders to enhance their export performance.

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to summarize main discussions from the three‐day summit.

Roughly 16 hours of presentations and discussions were digitally recorded. The lead author reviewed the recordings making copious notes, which were organized into 17 themes for further analysis. Future research directions based on discussion around the most poignant themes are reported.

The paper presents nine categories of discussions around the interface including: the four research perspectives; “the future is in the past;” marketing; entrepreneurship; small business marketing; entrepreneurial marketing; practical significance; context of research; and modeling.

Throughout the nine sections, this paper highlights considerations for future research. It suggests that scholars conducting research at the interface consider the theoretical perspective of their research to improve collective theory building and better positioning. It suggests that scholars also consider the firm and industry context of their empirical research. Finally, it suggests a number of research questions.

The paper suggests that during the research design phase, scholars make efforts to consider the practical significance that will result from their research. In particular, they should consider that research in start‐ups (all businesses start somewhere) and small businesses (the vast majority of all enterprises) can have widespread impacts.

This paper provides a unique approach to conceptually organizing marketing/entrepreneurship interface research and provides an abundant source of ideas for future research.

The purpose of this paper is to extend the entrepreneurial marketing literature to account for coopetition (the interplay between cooperation and competition). This paper is also designed to highlight the research gaps surrounding coopetition, so that academics, working at the marketing/entrepreneurship interface, can undertake more investigations linked with this topic.

The entrepreneurial marketing literature was reviewed to develop a conceptual framework, guided by three research propositions, examining the antecedents and consequences of coopetition, as well as the boundaries of the coopetition–organisational performance relationship.

Coopetition activities are driven by an organisation-wide coopetition-oriented mindset – the degree to which managers and employees believe in the importance of cooperating with competitors. Also, coopetition can help entrepreneurs access new resources and capabilities from their competitors; however, “too much” coopetition can lead to tensions between such rival firms. Additionally, it is proposed that the relationship between coopetition activities and organisational performance is moderated by competitive intensity (a facet of the competitive business environment). That is, with higher levels of competitive intensity, entrepreneurs are less likely to improve their performance from coopetition activities. That is, the competitive business environment can affect the delicate balance between the forces of cooperativeness and competitiveness.

Entrepreneurial marketing research has concentrated on individualistic perspectives concerning how entrepreneurs operate their businesses. In this viewpoint, the competitive assumptions of the marketing/entrepreneurship interface are extended to account for coopetition. This paper also outlines the areas within the coopetition literature that entrepreneurial marketing scholars should appreciate. Specifically, entrepreneurial marketing scholars are recommended to examine the antecedents and consequences of coopetition, coupled with the moderating role of competitive intensity (a facet of the competitive business environment) in the coopetition–organisational performance relationship. This paper ends with a recommended methodology for academics to test the conceptual framework in future empirical research.

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.