Abstract
PurposeThis paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.Design/methodology/approachThis paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.FindingsThis paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.Originality/valueThis paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.
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