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.