Considers how to research small and medium‐sized enterprise (SME) entrepreneurs’ decision making in the context of their own environment, in order to reach some in‐depth understanding of such phenomena. Previous work has called for the use of more appropriate methods for understanding and...

Purpose – The purpose of this paper is to propose the application of social practice theory for the investigation of entrepreneurial marketing (EM) practices. Design/methodology/approach – A theoretical gap has been found between scholarly efforts to explain the nature of EM practice and the...

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to...

This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings of the annual International Symposium on Research at the Marketing/Entrepreneurship Interface, the paper highlights the...