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]
Copyright © Emerald Group Publishing Limited 2011
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 Type:||Refereed Article|
|Keywords:||marketing, entrepreneurship, entrepreneurial marketing|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Group:||Business and Management|
|Objective Division:||Economic Framework|
|Objective Group:||Management and Productivity|
|UTAS Author:||Miles, M (Professor Morgan Miles)|
|UTAS Author:||Crispin, S (Dr Stuart Crispin)|
|Downloads:||6 View Download Statistics|
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