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Purpose – The purpose of this paper is to examine the marketing developments since 1992 at the interface of information and communication technology (ICT) from a marketing channel and consumer perspective. Design/methodology/approach – The research method used was a review of contemporary...
Purpose – The purpose of this paper is to examine theories of marketing and entrepreneurship and compare these with entrepreneurial marketing practices. Design/methodology/approach – The paper uses a case study to explore the social constructions of narratives. Findings – The paper reveals how...
Purpose – This paper aims to describe how Taoufik Mathlouthi created Mecca‐Cola, a beverage designed as an alternative to major American colas. It is intended to raise student's consciousness about the fact that good opportunities can be driven by political and social changes. Second, it aims to...
Purpose – This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface. Design/methodology/approach – This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for...
Purpose – The goal of this paper is to provide leadership and guidance to scholars interested/working on the marketing/entrepreneurship interface (MEI) and those in the related fields of marketing and entrepreneurship, and drive the research agenda through the use of collective intelligence. As...
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