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The purpose of this paper is to empirically test whether a systematic relationship exists between firms’ level of entrepreneurial marketing (EM) behaviours and firms’ characteristics, including firm age, firm size and firm’s founder.

This paper quantitatively investigates EM behaviours from data collected from 752 business owners through structured interviews. The data analysis applied was multi-group confirmatory factor analysis (multi-group CFA).

Results from the analysis show that not all of the firms’ characteristics determine firms’ level of EM practice. The level of EM behaviours has a systematic relationship with firms’ age but not with the founding status of the firms’ manager. The impact of firm size on the level of EM behaviours is evident only when the firms’ age is taken into account.

This paper concludes that relationships between EM behaviours and firm characteristics are more complicated than anticipated. Firms’ characteristics alone may not be a good measure for identifying the level of a firm’s EM. EM cannot be conceptualized solely in relation to the activities of small firms, young firms or founder-operated firms.

This paper examines EM behaviours in a large survey and uses multi-group CFA to examine firms’ EM practice through latent variables, instead of observed variables. The findings should complement knowledge regarding the EM concept generated from existing literature.

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed. It is argued that much of the contemporary Nordic research in marketing, for example, networks, relationship marketing and recent phenomena such as strategic alliances and imaginary organisations, is important for the understanding of marketing behaviour in entrepreneurial.

The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.

The authors present conceptual arguments for an increased attention to findings within entrepreneurship theory in the future research and education of marketing.

Present mainstream marketing theory can be criticized for emphasizing managerial marketing behavior. Entrepreneurial activities are an important part of today's business world and this should be reflected in how we teach and research marketing. The research interface between entrepreneurship and marketing can, therefore, create fruitful developments for marketing. Some examples are: opportunity recognition processes; how marketing decisions are made and implemented; and strategic marketing.

The paper reflects the authors' opinion and provides some arguments for an increased focus on entrepreneurial aspects in future marketing education and research.

In celebration of its 25th anniversary, this paper aims to analyze the corpus of publications in the Journal of Research in Marketing and Entrepreneurship (JRME) since its inception, using bibliometric techniques. It identifies publication trends, scientific productivity, authors’ collaborations and topic clusters within JRME and proposes future research directions for its audience.

This research uses bibliometric techniques to investigate all of the published works in JRME from 1999 (inception) to 2023. It extracts all published articles from the Scopus database and employs VOSviewer and Gephi software to perform bibliographic coupling and network analysis.

The study identified 278 documents published at JRME between 1999 and 2023, with a notable annual growth of approximately 30% over the past two years. It describes the journal’s productivity and influence, identifies key contributors along with their affiliated institutions and countries and outlines the journal’s most impactful publications. Through bibliographic coupling, this research identifies six thematic clusters within JRME’s body of work and outlines the evolution and impact of each cluster. Although the United States and the United Kingdom were identified as central hubs in the journal’s academic network, the study found robust evidence for the journal’s excellence in fostering international collaborations. The study also identifies important implications for future research at the JRME, highlighting the need to explore emerging topics in the field and adopt more diverse methodologies.

This analysis offers a thorough overview of the intellectual structure that JRME has contributed to literature, highlighting its crucial role in influencing the conversation around marketing and entrepreneurship.

Entrepreneurial marketing (EM) is at the brink of becoming an established discipline. To advance the field further and to better guide research efforts in different sub categories, the purpose of this paper is to examine the field's intellectual structure with the help of citation and co‐citation analysis.

This paper is based on a two‐stage research design. First a citation analysis is carried out through which thematic clusters are identified. In a second step a co‐citation analysis is conducted to determine the intellectual structure of EM research.

This study exposes the most influential authors and publications and emphasizes conjunctions among scholars and their findings. Results show three streams that are the foundation of EM research: theoretical foundations of management, entrepreneurship, and marketing; the research interface of marketing and entrepreneurship; SME and new venture marketing.

The results of a bibliometric analysis are limited by the publications that have been selected as a starting point. However, through the selection criteria chosen to identify the database for analysis, the authors are confident that the results illustrate the intellectual structure of EM research in its entirety. The authors recommend that future research should be conducted in one of the three sub‐fields identified in this study.

By laying out different research streams within EM it is hoped that future research will be guided in different directions. “Fine‐tuning” of research efforts will benefit small, new, and entrepreneurial firms.

The analyses conducted in this paper draw a picture of the field that is based on a quantitative approach and therefore sets itself apart from other literature reviews that have a qualitative core.

The purpose of this paper is to reflect upon 13 years of the Journal of Research in Marketing and Entrepreneurship and developments in the field over that period.

The authors reflect upon the past and future of the marketing and entrepreneurship discipline.

There is an abundance of important research questions to fuel faculty and PhD student research for years to come.

This paper has value as a reflective piece which goes on to pose research questions of the future.

This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.

This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.

This paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.

This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to summarize main discussions from the three‐day summit.

Roughly 16 hours of presentations and discussions were digitally recorded. The lead author reviewed the recordings making copious notes, which were organized into 17 themes for further analysis. Future research directions based on discussion around the most poignant themes are reported.

The paper presents nine categories of discussions around the interface including: the four research perspectives; “the future is in the past;” marketing; entrepreneurship; small business marketing; entrepreneurial marketing; practical significance; context of research; and modeling.

Throughout the nine sections, this paper highlights considerations for future research. It suggests that scholars conducting research at the interface consider the theoretical perspective of their research to improve collective theory building and better positioning. It suggests that scholars also consider the firm and industry context of their empirical research. Finally, it suggests a number of research questions.

The paper suggests that during the research design phase, scholars make efforts to consider the practical significance that will result from their research. In particular, they should consider that research in start‐ups (all businesses start somewhere) and small businesses (the vast majority of all enterprises) can have widespread impacts.

This paper provides a unique approach to conceptually organizing marketing/entrepreneurship interface research and provides an abundant source of ideas for future research.