Entrepreneurial Marketing: Conceptual and Empirical Research Opportunities

• Published in: Entrepreneurship research journal 2013, Vol.3 (4), p.437-448
• Main Authors: Hills, Gerald E., Hultman, Claes
• Format: Article
• Language: English
• Subjects: Business Studies; entrepreneurial marketing; Entrepreneurs; Entrepreneurship; Företagsekonomi; M/E Interface; Marketing; research opportunities
• ISSN: 2194-6175; 2157-5665; 2157-5665
• DOI: 10.1515/erj-2013-0064

During the last 25 years, Entrepreneurship has become a well-established discipline joining the long-established marketing discipline as two important cornerstones in Business Studies. The interface between these disciplines, the Marketing and Entrepreneurship Interface (M/E Interface), has been researched for 30 years and is now becoming an established research area with outlets in both marketing and entrepreneurship. In a meeting to formulate a research strategy for M/E, a number of M/E scholars discussed the past, present, and future of M/E research. One conclusion was labeled “the future is in the past”. Much of what has been discussed for two decades is still as valid as in earlier days. Trends in society have made the M/E research questions even more important to address today. The challenge for future researchers is to make better theoretical synthesis of previous thinking and empirical efforts.Although there has been growth in the amount of M/E research, one fact has not changed. There are still numerous, exciting opportunities to create new knowledge at the M/E Interface. This article discusses the existing streams of research and potential opportunities for additional research. Research at the M/E Interface presents an opportunity for new scholars to be at the forefront of a new discipline.