A Commentary on Current Research at the Marketing and Entrepreneurship Interface
Drucker School of Management (CGU)
Business | Entrepreneurial and Small Business Operations | Marketing
The two papers that we had the pleasure to work with, and in one case actually present for the authors, were "Brand Management in Small to Medium-Sized Enterprise," by Pierre Berthon, Michael T. Ewing, and Julie Napoli and "Understanding Market-Driving Behavior: The Role of Entrepreneurship," by Minet Schindehutte, Mike Morris, and Akin Kocak. We will discuss each paper in terms of what makes the paper important to scholars who work at the marketing and entrepreneurship interface, potential extensions, and the common theoretical domain that both papers converge upon.
© 2008 John Wiley & Sons, Inc
Miles, M. P. and Darroch, J. (2008), A Commentary on Current Research at the Marketing and Entrepreneurship Interface. Journal of Small Business Management, 46: 46–49. doi: 10.1111/j.1540-627X.2007.00230.x