Abstract
PurposeLiterature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field.Design/methodology/approachA four-phase bibliometric research design is implemented, encompassing co-citation and bibliographic-coupling analyses, network analysis, factor analysis and correspondence analysis.FindingsIn total, 14 EM literature clusters, comprising 7 topical meta-clusters, are mapped and discussed: the 7 clusters are resources and capabilities, entrepreneurial orientation (EO), measurement, EO/marketing orientation (MO) integration, MO, international entrepreneurship and social entrepreneurship.Originality/valueThese topical streams confirm, refine and extend prior bibliometric studies. A more comprehensive, extensive and reliable picture of EM’s literature is provided, the result of using over twice as many references as prior studies and peer-reviewed journals only. Results will help guide EM research, contributing toward the field’s empirical/theoretical development.
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