Opportunities for marketing researchers in international entrepreneurship

Entrepreneurship is a growing phenomenon in world markets. In response, the past two decades have seen increasing attention given to research and theory development in the area of international entrepreneurship. However, contributions from marketing scholars have been minimal. The purpose of this paper is to define the emerging research field of international entrepreneurship and to explore opportunities for contribution to that field from marketing scholars.

An overview of the field of entrepreneurship highlights the central notions of opportunity, human action, learning, and creativity and innovation. To this is added value exchange, a core focus of marketing theory. These concepts are then used to define international entrepreneurship and highlight opportunities for marketing researchers.

There is considerable scope for marketing academics to contribute to the nascent field of international entrepreneurship which would, in turn, advance marketing theory.

The paper encourages scholars in marketing to join with colleagues from other disciplines and countries to add to these international resources.