Entrepreneurship, Marketing and Innovation: An interdisciplinary approach


About the Special Issue

The past four decades have witnessed a significant scholarly activity in the number of papers on the interface between entrepreneurship and marketing. In particular, the domain of entrepreneurial marketing research emerged and evolved intensively since 1982 (Sadiku-Dushi et al. 2019) for several reasons. First, the marketing field is a significant resource for entrepreneurship scholarship (Thomas et al. 2013; Guido et al. 2011). In particular, the underlying orientation and philosophy of the marketing discipline is attuned to markets and customer needs, which have direct relationship and applicability to entrepreneurship. Recent studies suggest that entrepreneurship even in remote areas showcases an orientation to cater for diverse markets and customers (Cortez Arias and Discua Cruz, 2018). This orientation is of upmost significance to new enterprise development and to searching and evaluating opportunities (Resnick et al. 2016). Second, there is a large body of marketing literature that focuses on marketing research methodologies for new business and new product ideas (Hills and LaForge, 1992). That is, the conditions of uncertainty and resource constraints makes the implementation of marketing particularly significant in new products and ventures (Chorev & Anderson, 2006). Furthermore, within the entrepreneurship and marketing interface, scholarly research has focused on the  role  of  the  entrepreneur  in  marketing  efforts  carried out by businesses (i.e., Bettiol et al. 2012; Schindehutte   et   al.   2008), as the   entrepreneur   is often the main  decision maker  and has the responsibility for several   of   the   business functions   which   are   managed   by   specialists   in large companies, including marketing strategies for the purpose of creating value for the customer (Bettiol et al. 2012).   

Recent studies advocate that innovation and entrepreneurship can be considered as continuous and complementary processes (Schmitz et al. 2017). Innovation can be seen as the source of entrepreneurship, whereas the latter provides innovation the ground to flourish and to realize its social and economic value (Schmitz et al. 2017; Zhao 2005). Along the process both entrepreneurship and innovation are present, but the focus goes from innovation (more related to novelty development) at the initial stages of the process to entrepreneurship (related more to value creation) at the last part of the process (Schmitz et al. 2017). 

Despite substantial development in our understanding of the nexus between marketing and entrepreneurship, there is limited research that focuses on the link between entrepreneurial marketing and innovation. In addition, whilst the fields of innovation and entrepreneurship share the same origins on Schumpeter (1934), they have been researched within different scientific disciplines (Schmitz et al. 2017; Landström et al. 2015) and only a handful of studies have considered their relationship and complementary roles (Brazeal and Herbert 1999; Brem 2011). 

Based on these realities, there are many gaps in our knowledge regarding the interrelationship between marketing, innovation and entrepreneurship, and the aim of the special issue is to discuss ways to take the field in this research stream forward. In particular, the proposed special issue aims to advance interdisciplinary research in entrepreneurship with the goal of generating integrative knowledge and transfer of theories to enhance the explanatory power for concepts, problems and issues related to the entrepreneurship, marketing and innovation disciplines and not only, as well as to improve the practice of entrepreneurship. Our objective is to provide a forum for business scholars to showcase their best interdisciplinary contribution and contribute to the expansion of the interdisciplinary research approach in entrepreneurship literature.

Thematic Areas and Topics of Study

In this context, this Special Issue aims to attract state-of-the-art manuscripts that bring together multidisciplinary knowledge on the intersection between marketing, innovation and entrepreneurship, from a wide range of business disciplines. We invite submissions that draw upon theories and concepts from a variety of disciplines, as well as papers that explore contextual factors and conditions surrounding the special issue topic. We hope to collect exemplary empirical research and theoretical developments, as well as review papers that fit the Special Issue topic. Potential papers may address, but are not limited to, the following topics: 

  • The link between social marketing, social innovation and social entrepreneurship
  • Marketing innovation and entrepreneurship
  • The use of technological innovations in marketing strategies by new enterprises
  • Social media use and entrepreneurship
  • Open innovation and its impact on entrepreneurial marketing
  • Hybrid social enterprises and the role of marketing
  • The role of intellectual capital in new venture success
  • Marketing capabilities, open innovation and entrepreneurship
  • Product innovation, entrepreneurship and consumer behavior
  • New product development in newly established MNEs
  • Stakeholder engagement for entrepreneurship development
  • The role of marketing and innovation consultants in entrepreneurship
  • Marketing agility and new venture success
  • Marketing strategies for social entrepreneurship and the role of social innovation
  • Entrepreneurial finance, financial innovation, and the role of marketing
  • Marketing ambidexterity and new venture creation
  • Selling, entrepreneurship and product innovation

Important Dates 

  • Special Issue opens December 2021
  • Manuscript submission deadline: 28th February 2022 (however, earlier submission is highly encouraged).


  • All papers submitted to the IJEBR will undergo a double-blind peer review process. Papers should be submitted via the journal’s online submission system available through the journal homepage. When submitting please choose the special issue: “Entrepreneurship, Marketing and Innovation: An interdisciplinary approach” as the article type from the drop-down menu.
  • Potential contributors must follow the Submission Guidelines 
  • The guest editors will base their final acceptance decisions on relevance for the special issue, technical quality, innovative content, and originality of research approaches and results. 
  • Informal enquiries are valued and can be directed to the managing guest editor, Dr. Michael Christofi ([email protected]).


Bettiol, M., Di Maria, E., & Finotto, V. (2012). Marketing in SMEs: the role of entrepreneurial sensemaking. International Entrepreneurship and Management Journal, 8(2), 223-248.

Brazeal, D. V., & Herbert, T. T. (1999). The genesis of entrepreneurship. Entrepreneurship Theory and Practice, 23(3), 29–45. 

Brem, A. (2011). Linking innovation and entrepreneurship: literature overview and introduction of a process-oriented framework. International Journal of Entrepreneurship and Innovation Management, 14(1), 6–35.

Chorev, S., & Anderson, A. R. (2006). Marketing in high-tech start-ups: Overcoming the liability of newness in Israel. International Entrepreneurship and Management Journal, 2(2), 281-297.

Cortez Arias RA and Discua Cruz A (2018). Rethinking artisan entrepreneurship in a small island: A tale of two chocolatiers in Roatan, Honduras. International Journal of Entrepreneurial Behavior & Research 25(4): 633–651. DOI: 10.1108/IJEBR-02-2018-0111.

Guido, G., Marcati, A. and Peluso, A. (2011). Nature and antecedents of a marketing approach according to Italian SME entrepreneurs: A structural equation modeling approach. International Journal of Entrepreneurial Behavior & Research, 17(4), 342-360.

Hills, G. E., & LaForge, R. W. (1992). Research at the marketing interface to advance entrepreneurship theory. Entrepreneurship Theory and Practice, 16(3), 33-60.

Landström, H., Åström, F., & Harirchi, G. (2015). Innovation and entrepreneurship studies: one or two fields of research? International Entrepreneurship and Management Journal, 11(3), 493–509.

Resnick, S.M., Cheng, R., Simpson, M. orcid.org/0000-0002-2555-6019 et al. (1 more author) (2016) Marketing in SMEs: a “4Ps” self-branding model. International Journal of Entrepreneurial Behaviour and Research, 22(1), 155-174.

Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99.

Schindehutte,  M.,  Morris,  M.H.,  &  Kocak,  A.  (2008).  Understanding  market-¬‐driving  behavior:  The  role  of   entrepreneurship.  Journal  of  Small  Business  Management, 46(1),  4--‐26.

Schmitz, A., Urbano, D., Dandolini, G. A., de Souza, J. A., & Guerrero, M. (2017). Innovation and entrepreneurship in the academic setting: a systematic literature review. International Entrepreneurship and Management Journal, 13(2), 369-395.

Thomas, L. C., Painbéni, S., & Barton, H. (2013). Entrepreneurial marketing within the French wine industry. International Journal of Entrepreneurial Behavior & Research, 19(2), 238-260.


Bios of Guest Co-Editors:

Dr. Michael Christofi is a Lecturer in Innovation and Entrepreneurship at the Department of Hotel and Tourism Management, School of Management and Economics, at Cyprus University of Technology. Previously, he held various senior marketing and product development roles at various industries. His research spans across the fields of strategic marketing, social marketing, consumer emotions and well-being, social entrepreneurship, marketing innovation, technological innovation, stakeholder engagement and organizational ambidexterity. Michael has published over 25 articles in premier publication outlets, such as British Journal of Management, International Marketing Review, International Business Review, Journal of Business Research, and Technological Forecasting & Social Change.  He has authored several book chapters and won various awards for his research work and academic service. Dr. Christofi has also served as a guest-editor for special issues at leading journals such as International Marketing Review, Journal of Social Entrepreneurship, and Journal of Hospitality and Tourism Research. 

Dr. Allan Discua Cruz (PhD), is a faculty member of the Department of Entrepreneurship and Strategy, at Lancaster University Management School, United Kingdom. He is currently the Director of the Entrepreneur In Residence Programme and the MSc in International Business and Strategy. He conducts research on families in business, women entrepreneurs, entrepreneurial teams and business portfolio dynamics. He applies stewardship, paradox and relational theory lenses in studies of entrepreneurial stewardship, business diversification, faith-based management and sustainability. His research has appeared in Entrepreneurship Theory and Practice, Journal of Business Ethics, Journal of Business Research, Business History, Journal of Family Business Strategy, International Journal of Entrepreneurship and Behaviour Research, Entrepreneurship Education & Pedagogy, Entrepreneurship and Regional Development and International Small Business Journal.

Dr. Elias Ηadjielias is a Lecturer in Entrepreneurship and Innovation at Cyprus University of Technology. His research includes issues such as business groups, entrepreneurship in family businesses, sustainable entrepreneurship and business-to-business collaborations and co-operations. Elias won various awards for his research work and academic service and he has published scientific articles in international prestigious journals, such as Annals of Tourism Research, International Journal of Entrepreneurship and Small Business, International Journal of Entrepreneurial Behavior and Research, Journal of Business & Industrial Marketing and Journal of Family Business Strategy.