University|12-27-2025

Entrepreneurial Marketing

Abstract:

Over the past five decades, entrepreneurial marketing research has grown substantially; however, the field remains theoretically fragmented and contextually dispersed. Addressing this gap, the present study conducts a comprehensive bibliometric analysis of 380 publications (1976–2024) to systematically map the intellectual structure and contemporary research streams of entrepreneurial marketing. Citation analysis reveals four core intellectual foundations: (1) conceptual foundations of entrepreneurial marketing, (2) its evolution and contingent applications within larger firms, (3) the entrepreneurial–market orientation nexus, and (4) key theoretical underpinnings. Complementarily, bibliographic coupling identifies eight dominant contemporary discourses, encompassing entrepreneurial marketing dynamics and capabilities, contextual applications and insights, frontier developments, strategic advancements, international and global entrepreneurial marketing, innovation-driven frameworks, and industry-specific dynamics. Collectively, the findings position entrepreneurial marketing as a multidimensional, adaptive, and context-sensitive construct, underpinned by opportunity recognition, resource orchestration, value creation, and dynamic capabilities. An integrative research framework is developed to visualize the field’s developmental trajectory, bridging its intellectual roots with current debates and delineating critical conceptual and contextual gaps that open promising avenues for future research.

Reference:

Abbas, A. F., & Tiberius, V. (2026). Unveiling entrepreneurial marketing: a bibliometric journey from inception. Journal of Small Business & Entrepreneurship, in press. doi:10.1080/08276331.2025.2605372