Opportunities for marketing researchers in international entrepreneurship

摘要: Purpose – Entrepreneurship is a growing phenomenon in world markets. In response, the past two decades have seen increasing attention given to research and theory development area of international entrepreneurship. However, contributions from marketing scholars been minimal. The purpose this paper define emerging field entrepreneurship explore opportunities for contribution that scholars.Design/methodology/approach An overview highlights central notions opportunity, human action, learning, creativity innovation. To added value exchange, core focus theory. These concepts are then used highlight researchers.Findings There considerable scope academics contribute nascent which would, turn, advance theory....