The Interface of International Marketing and Entrepreneurship Research: Review, Synthesis, and Future Directions

Abstract

There is no intensive review available of research at the interface of international marketing and entrepreneurship. This article systematically logs and organizes the subject matter and provides research suggestions. An organizing framework with three main dimensions—international marketing, the nature of marketing, and entrepreneurship—guides the literature review, which relies on a full search of articles relevant to international marketing and entrepreneurship published in academic journals over the past two decades (1997–2016). The study adopts a qualitative research approach to analyze 169 articles that meet the definitions of both international marketing and entrepreneurship research. Nine research types emerge at the intersection of international marketing and entrepreneurship research, and the study examines the theoretical and empirical trends of each type. A promising avenue for future studies would be cross-cultural comparative research on the individual–opportunity nexus in marketing across countries. More mixed-method and longitudinal research designs are also welcomed. The authors conclude by offering suggestions for future interdisciplinary research.

Social media influencer marketing: A systematic review, integrative framework and future research agenda

“…Towards this direction, we sought to find the key research focus of the reviewed articles in order to categorize them into broader research themes. Rather than adopting a priori coding system, we followed an inductive approach to categorization allowing for themes to emerge direct from the data (Cooke et al, 2019;Yang & Gabrielsson, 2018). Reasons for this approach include the relative newness of this research area and the gradual development of a vocabulary describing IM strategies.…”

Marketing innovation and internationalization in smart city development: a systematic review, framework and research agenda

“…Finally, marketing as a culture emphasizes the importance of customers and users who, in the context of smart cities, are citizens, entrepreneurs and firms (Lee and Lee, 2014; Burnes and Towers, 2016). We integrated these comprehensive categories into our search formula following a review of previous literature in the field of international marketing (Yang and Gabrielsson, 2018).…”

“…As it is frequently done in literature reviews (Schneider and Spieth, 2013; Christofi et al ., 2017; Leonidou et al , 2018), we ran a keyword search on titles, abstracts and subject terms. Our keyword selection was based on previous state-of-the-art literature reviews on individual elements in the field of international marketing (Yang and Gabrielsson, 2018; İpek, 2020) and smart cities (Cocchia, 2014; Ismagilova et al , 2019) as conceptualized in the above paragraph. Our keyword search formula was made up of the first set of keywords related to international marketing (e.g.…”

Comportamento Empreendedor de Empresas Maduras na Internacionalização: Evidências de um Setor de Alta Tecnologia

“…Revista BASEv.16,n.4, outubro/dezembro 2019 research on older, established firms using the IE perspective (Coviello et al, 2011;Covin & Miller, 2013;Naldi et al, 2015;Yang & Gabrielsson, 2018).…”

“…Second, the research locus is an emerging economy, Brazil, which has not been the object of studies from IE scholars. In fact, three outstanding literature reviews on the field of IE (Kiss, Danis, & Cavusgil, 2012;Peiris, Akoorie, & Sinha, 2012;Yang & Gabrielsson, 2018) have suggested the urgent need for more IE studies in Brazil. Moreover, it is quite limited the number of Brazilian scholars that adopted the IE perspective (exceptions are works such as Leite & Moraes, 2014;Sarmento, Carvalho, & Dib, 2016) and none of the Brazilian studies published addresses the internationalization of mature firms from an IE perspective.…”