Insight or Enigma? Marketing, Entrepreneurship and Complexity Science

This paper has emerged out of recent and continuing empirical work carried out as part of a doctoral proposal to consider creativity, identity and survival in the microbusiness in general and, more specifically, the one‐person‐business (OPB). Inevitably therefore issues at the core of marketing and entrepreneurship are prominent. Some perspectives from Complexity Science are appealed to in an effort to understand better some of the behavioural patterns encountered in this sector and in the research for this thesis. I will consider what if any insights, applications and further avenues in the study of marketing and entrepreneurship are suggested by reassessing SMEs, micro businesses, the solo self‐employed and interpreting their behaviours in terms of complexity perspectives.