Entrepreneurial and innovative marketing: a systematic review of the literature

The purpose of this paper is to investigate the concepts of entrepreneurial and innovative marketing and how these concepts may be identified in the singular and/or plural context. No comprehensive theory exists in the domain of the integration of entrepreneurship and marketing. This paper proposes a conceptual entrepreneurial and innovative marketing approach from the literature, integrating academic and practice theory. Based upon abstract, generalized and explicit theoretical concepts, this paper is the first to integrate an implicit, intuitive and tacit resource of practice within a single conceptual model. Theoretical underpinnings are developed from a newly conceptualized definition of entrepreneurial and innovative marketing, perspectives on the emerging nature of entrepreneurial and innovative marketing, and models of application of entrepreneurial and innovative marketing. The proposed model facilitates entrepreneurs, innovators and corporate venturers toward establishing high growth ventures. Opportunities for further research are identified from a conceptual and empirical approach.