Title

A Commentary on Current Research at the Marketing and Entrepreneurship Interface

Document Type

Article

Department

Drucker School of Management (CGU)

Publication Date

2008

Disciplines

Business | Entrepreneurial and Small Business Operations | Marketing

Abstract

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.

Rights Information

© 2008 John Wiley & Sons, Inc