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Entrepreneurship's relevance to marketing
Citation
Miles, M and Crispin, S and Kasouf, CJ, Entrepreneurship's relevance to marketing, Journal of Research in Marketing and Entrepreneurship, 13, (2) pp. 126-136. ISSN 1471-5201 (2011) [Refereed Article]
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Copyright Statement
Copyright © Emerald Group Publishing Limited 2011
DOI: doi:10.1108/14715201111176417
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.
Item Details
Item Type: | Refereed Article |
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Keywords: | marketing, entrepreneurship, entrepreneurial marketing |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Strategy, management and organisational behaviour |
Research Field: | Entrepreneurship |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Miles, M (Professor Morgan Miles) |
UTAS Author: | Crispin, S (Dr Stuart Crispin) |
ID Code: | 73779 |
Year Published: | 2011 |
Deposited By: | Management |
Deposited On: | 2011-10-25 |
Last Modified: | 2017-07-24 |
Downloads: | 6 View Download Statistics |
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