Author:
Gilmore Audrey,Coviello Nicole
Abstract
This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings of the annual International Symposium on Research at the Marketing/Entrepreneurship Interface, the paper highlights the importance of contextual issues in interface studies, the role of qualitative and mixed method designs, and the need
for further cross‐national investigations.
Subject
Marketing,Strategy and Management,Business and International Management
Cited by
28 articles.
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