Marketing/entrepreneurship interface research priorities (2023–2026)

Abstract

Purpose: To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research by providing an agenda through a synthesis of the collective wisdom of the scholars in the field. Design/methodology/approach: A-multi-stage data collection using questionnaires and interviews is used in this study. Multiple rounds of interviews spanning three Global Research Conferences on Marketing and Entrepreneurship (GRCME), followed by a survey seeking input from the attendees of these events and the members of the Entrepreneurial Marketing SIG of the American Marketing Association, were used in developing the proposed research priorities. Findings: A comprehensive list of research priorities was developed categorizing them in terms of importance and level of interest. The list is a product of the collective wisdom of the field, distilled from several rounds of interviews and from a thorough analysis of the participants’ input to a comprehensive survey. Originality/value: The current research provides scholars with MEI research priorities for 2023–2026.