History, theory and evidence of entrepreneurial marketing: An overview

Research output: Journal contributionsJournal articlesResearch


Entrepreneurial marketing (EM), i.e. the interface of the two research fields of entrepreneurship and marketing, is a scholarly concept that is receiving increasing interest. In our article, we attempt to address definitional issues, theoretical foundations, historical milestones and new, preliminary empirical findings. More exactly, we propose our own definition of EM especially taking into consideration the entrepreneurial orientation behind this new marketing concept and the aim of creating customer value through such means as innovativeness, creativity, selling, networking or flexibility. Besides, we offer an overview of EM's 'modern history' within the last 20 years and show related empirical results from a study in the US.
Original languageEnglish
JournalInternational Journal of Entrepreneurship and Innovation Management
Issue number1
Pages (from-to)3-18
Number of pages16
Publication statusPublished - 12.2010

    Research areas

  • Management studies - EM, Entrepreneurial marketing, Entrepreneurship, Innovation, Marketing