Entrepreneurial Marketing: Conceptual and Empirical Research Opportunities

Abstract

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.