Purpose

The developing field of entrepreneurial marketing reflects input from both marketing and entrepreneurship. Since the early 1980s, it has evolved heterogeneously, without a coherent theory, leading to complex scholarly views. Therefore, this literature review aims to shed light on the recent developments, reveal various research perspectives related to entrepreneurial marketing and derive future research avenues.

Design/methodology/approach

To account for recent scientific contributions and establish a more transparent view of divergent insights, the systematic literature review reported herein covers 207 peer-reviewed journal articles published after the “Charleston Summit” over 12 years (2010–2021) and details their contributions based on descriptive and inductive thematic analysis.

Findings

First, a descriptive analysis illustrates recent scientific developments indicating that entrepreneurial marketing is a vibrant research field with a continuous increase in publications worldwide and a wide range of research methods applied. Second, the thematic analysis suggests a three-part classification into entrepreneur, business and market perspectives. The authors present the most frequent themes and subthemes within this literature domain, as well as offering a critical assessment of the field that reveals key directions for expanding existing research.

Originality/value

To the best of the authors’ knowledge, this study is the first comprehensive review systematically examining entrepreneurial marketing literature while conducting an in-depth thematic analysis. It enhances current knowledge of the field by extending previous narrative and bibliographic reviews and discussing research directions. Aside from specific research questions, an alternative way to narrow down the multiple research objects is elaborated by critically debating the perspectives.

中文翻译：

---

创业营销的最新发展：系统文献综述、主题分析和研究议程

目的

创业营销领域的发展反映了营销和创业的共同投入。自 20 世纪 80 年代初以来，它的发展各不相同，没有一个连贯的理论，导致学术观点复杂化。因此，本文献综述旨在阐明最新进展，揭示与创业营销相关的各种研究视角，并得出未来的研究途径。

设计/方法论/途径

为了说明最近的科学贡献并建立对不同见解的更透明的看法，本文报告的系统文献综述涵盖了“查尔斯顿峰会”之后 12 年（2010-2021 年）发表的 207 篇同行评审期刊文章，并根据描述性和归纳性主题分析。

发现

首先，描述性分析说明了最近的科学发展，表明创业营销是一个充满活力的研究领域，全球出版物不断增加，研究方法也广泛应用。其次，主题分析提出了企业家、商业和市场视角三部分的分类。作者提出了该文献领域中最常见的主题和副主题，并对该领域进行了批判性评估，揭示了扩展现有研究的关键方向。

原创性/价值

据作者所知，这项研究是第一个系统地审查创业营销文献并进行深入的主题分析的综合综述。它通过扩展以前的叙述和书目评论以及讨论研究方向来增强该领域的当前知识。除了具体的研究问题外，还通过批判性辩论观点来阐述缩小多个研究对象的另一种方法。