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Examines the interface of entrepreneurship and marketing. Defines entrepreneurship as a variable phenomenon that can be applied at the societal, organizational and individual levels. Marketing is conceptualized as a fundamentally entrepreneurial activity. Argues that entrepreneurship is an environmentally‐driven phenomenon and that the environmental determinants of entrepreneurship can be categorized into three groups: infrastructure; turbulence and personal life experiences. Draws out the implications of these determinants, and the corresponding level of entrepreneurship that they produce, for the nature and role of marketing at the macro and micro levels.
Morris et al. (Sat,) studied this question.