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Entrepreneurship's relevance to marketing


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


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 Huntís classification schema.

Item Details

Item Type:Refereed Article
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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