Abstract
Purpose: To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research by providing an agenda through a synthesis of the collective wisdom of the scholars in the field. Design/methodology/approach: A-multi-stage data collection using questionnaires and interviews is used in this study. Multiple rounds of interviews spanning three Global Research Conferences on Marketing and Entrepreneurship (GRCME), followed by a survey seeking input from the attendees of these events and the members of the Entrepreneurial Marketing SIG of the American Marketing Association, were used in developing the proposed research priorities. Findings: A comprehensive list of research priorities was developed categorizing them in terms of importance and level of interest. The list is a product of the collective wisdom of the field, distilled from several rounds of interviews and from a thorough analysis of the participants’ input to a comprehensive survey. Originality/value: The current research provides scholars with MEI research priorities for 2023–2026.
| Original language | English |
|---|---|
| Pages (from-to) | 405-419 |
| Number of pages | 15 |
| Journal | Journal of Research in Marketing and Entrepreneurship |
| Volume | 24 |
| Issue number | 2 |
| DOIs | |
| State | Published - 19 Sep 2022 |
Bibliographical note
Funding Information:The authors acknowledge the support of all scholars who made this effort possible by participating in an interview or survey, and offer special thanks to the members of the GRCME Advisory Board for their help and support throughout this project.
Publisher Copyright:
© 2022, Emerald Publishing Limited.
Keywords
- Entrepreneurial marketing
- Future research
- Marketing strategy
- Marketing/entrepreneurship interface
- Research agenda
- Research priorities
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management
- Marketing