Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term...

Purpose – This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface. Design/methodology/approach – This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for...