Entrepreneurial Marketing: Conceptual Systematization in English and Portuguese Languages

Abstract

This study aims to provide a meaningful contribution to the theoretical field of entrepreneurial marketing (EM), by listing a conceptual systematization of the EM field, considering its evolution in recent decades. An extensive search has been carried out in the database Web of Science with the term "Entrepr * Marketing". The selection included the years from 1900 to 2016, in English and Portuguese and the research was conducted on 12 December 2016. It was compiled a bibliography of all publications related to the research (49 articles), in this database. The systematization of concepts presented can be used by managers in defining strategy and planning policies of EM. Our findings detail three clusters in EM research, which help in contextualising the literature review: (1) cluster 1 - entrepreneurial marketing process; (2) cluster 2 - international new venture; (3) cluster 3 - entrepreneurial orientation. This work contributes to a better understanding of the concepts, their thread in the theoretical field, its evolution in recent decades, listing a conceptual systematization. This study seeks to convey a large theoretical basis that may serve as the point of departure for future studies.