Purpose – The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory. Design/methodology/approach – The authors present conceptual arguments for an increased attention to findings within entrepreneurship theory...

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,...