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The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.

The authors present conceptual arguments for an increased attention to findings within entrepreneurship theory in the future research and education of marketing.

Present mainstream marketing theory can be criticized for emphasizing managerial marketing behavior. Entrepreneurial activities are an important part of today's business world and this should be reflected in how we teach and research marketing. The research interface between entrepreneurship and marketing can, therefore, create fruitful developments for marketing. Some examples are: opportunity recognition processes; how marketing decisions are made and implemented; and strategic marketing.

The paper reflects the authors' opinion and provides some arguments for an increased focus on entrepreneurial aspects in future marketing education and research.

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.

The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing.

The approach is to reflect on work undertaken in the area and to make some additional contemporary observations.

Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants.

This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research.

This paper aims to investigate how effectuation and causation logic influences portfolio formation among entrepreneurs.

The methodology used was a case study with 15 participants.

There is evidence of effectuation reasoning during the preliminary and early stages of venture and portfolio development. Portfolio entrepreneurs tend to adopt causation logic as ventures and portfolios mature.

The study is exploratory and looks at cases of successful portfolio entrepreneurs only.

The findings will allow researchers and business mentors to provide more specific advice for other entrepreneurs such as nascent and novices, and potentially reduce the incidence of business failure.

The paper provides an understanding of how business portfolios develop from an entrepreneur's perspective.

Associated with status, excess and wastefulness, the consumption of luxury is perceived as the antithesis to sustainable development. Entrepreneurs create business cases to mediate positive sustainability changes, which transform markets and institutional arrangements. The purpose of this paper is to propose the concept of value-in-impact as an interface concept to integrate perspectives from entrepreneurship, marketing and ecological economics. It provides interdisciplinarily applicable, generalizable concepts to describe social entrepreneurs’ personal motivations to reconfigure market structures to produce sustainability change.

The case of Ecuadorian luxury chocolate manufactory To’ak is described in the context of the three pillars of sustainability, chocolate producers and cacao suppliers. Thematic analysis of the founders’ personal narratives provides insight regarding their motivation to use ostensibly antithetical luxury marketing for rainforest preservation and to foster self-reliant communities.

To’ak pays premium prices to create incentives to community farmers to propagate the rare, DNA-certified cacao exclusive to their products, thereby marginalizing oppressive suppliers. The company’s founders are motivated to excellence in the chocolate industry, having witnessed the loss of the cultural meaning of cacao, rainforest degradation and the dissipation of associated communities. The case study findings illustrate how value-in-impact is interpreted as purposeful configuration of value-in-use and value-in-exchange on luxury markets to produce positive sustainability change.

The notion of value-in-impact describes higher order conceptualizations in business research. It encompasses a holistic understanding of the dynamics within and between societal and natural ecosystems. Its application at the marketing/entrepreneurship interface can lead to improved management and policy decisions.