Purpose Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field. Design/methodology/approach A four-phase bibliometric research design is implemented, encompassing co-citation and bibliographic-coupling analyses, network analysis, factor analysis and correspondence analysis. Findings In total, 14 EM literature clusters, comprising 7 topical meta-clusters, are mapped and discussed: the 7 clusters are resources and capabilities, entrepreneurial orientation (EO), measurement, EO/marketing orientation (MO) integration, MO, international entrepreneurship and social entrepreneurship. Originality/value These topical streams confirm, refine and extend prior bibliometric studies. A more comprehensive, extensive and reliable picture of EM’s literature is provided, the result of using over twice as many references as prior studies and peer-reviewed journals only. Results will help guide EM research, contributing toward the field’s empirical/theoretical development.

This paper introduces narratives in entrepreneurial ecosystems as drivers of effectuation vs. causation. Drawing on 43 interviews with successful players in Silicon Valley, Munich, and Singapore, we found ecosystem-specific narratives indicate what is common, appropriate, and successful in each ecosystem, and these narratives encourage either effectuation or causation. Our findings indicate that the narratives in the ecosystem in Silicon Valley facilitate effectuation, in Munich causation, and in Singapore a cautious balance of both. Our research suggests that narratives can explain mechanisms how ecosystems influence entrepreneurship: the national culture, market characteristics, available resources, and networks in an ecosystem spark ecosystem-specific narratives, which in turn shape tendencies towards effectuation and causation. Thereby, we introduce a new ecosystem-focused perspective on predictors of effectuation and causation.

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