Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution

Artificial Intelligence (AI) and 5G connectivity have been identified as drivers of the so-called Fourth Industrial Revolution (FIR). AI and 5G, through emerging technologies such as blockchain, gene editing, Internet of Things sensors, nanotechnology, or 3D printing accelerate a blurring of boundaries between digital, biological, and physical spheres. In this editorial, we introduce the term boundary object, or boundary technology, that can help process more information (syntactic boundary) for enhanced learning (semantic boundary) and that can create a higher-level intelligence (pragmatic boundary). Boundary objects are also a means of representing, learning about, and transforming knowledge at a given boundary. We propose that crossing syntactic, semantic, and pragmatic boundaries is facilitated by three FIR phenomena (big data, machine learning, and AI). Each of these phenomena possesses a unique capability (processing, learning, and adaptation) to help communities learn about their differences and dependences. We also show how the six articles in this special issue are related to boundary and sphere challenges, and we provide an overview of directions for future research. All in all, marketing scholars should focus on enhancing their abilities in knowledge integration across boundaries to sustain their role as cutting-edge scientists.     

Small business,innovation, and entrepreneurship

The purpose of this special issue is to examine small businesses, innovation, and entrepreneurship, and show that, although these three concepts have their own specific literature and can be dealt with independently, they are closely related. From Schumpeter to the present, a stream of literature unites the concept of entrepreneurship with its ability to make new combinations of factors and corresponding innovations in processes and products; similarly, in a broad stream of literature, the most characteristic dimension of entrepreneurship is closely linked to small businesses. Small and large companies have different advantages and drawbacks with innovation, but small businesses provide the most conducive environment for entrepreneurship and innovation that are not necessarily sustained by the know-how and resources characteristic of large-scale production, but require commitment and close cooperation between company members. In this introduction, we show how the three topics converge in four articles dealing with micro-start-ups and innovation, institutional determinants of entrepreneurship, and determining factors in entrepreneurs’ individual characteristics.     

Entrepreneurship, developing countries, and development economics: new approaches and insights

This paper provides an introduction to this special issue of Small Business Economics dealing with the (long-postponed) integration of entrepreneurship into the discipline of development economics and casting a formal light on the role of entrepreneurship in developing countries. The paper departs from the premise that with more than a billion people living in absolute poverty, it is of great practical importance to understand if and when entrepreneurship is a binding constraint on economic development and catching up in developing countries. This in turn requires at least a deeper theoretical modeling of the entrepreneur in development economics. This special edition contains a number of contributions emanating from the UNU-WIDER project on Promoting Entrepreneurial Capacity, which integrates the disciplines of entrepreneurship and development economics. These contributions model and explore the role of the entrepreneur in key areas of concern for development economics, such as structural change and economic growth, income and wealth inequalities, welfare, poverty traps, and market failures. This introduction discusses and contextualizes these various contributions and their implications for further theoretical and empirical work.     

Financial and Institutional Reforms for an Entrepreneurial Society

In this paper, we introduce the special issue on Financial and Institutional Reforms for an Entrepreneurial Society in Europe. There are many reasons for Europe to want to make the transition to a more Entrepreneurial Society. And for decades now, policy makers are trying to bring that transition about with variations on the “educate, deregulate and finance” approach to entrepreneurship. We argue that more fundamental reforms are required to improve the entrepreneurial ecosystem and bring about this transition. We then discuss the 12 contributions that pertain to five different facets of the entrepreneurial ecosystem. The first two papers address the most fundamental institutional foundations of the ecosystem. The next three papers discuss the (lack of) access to knowledge and incentives to start innovative entrepreneurial ventures. That is followed by three papers that focus on the institutions that (fail to) channel financial resources to such ventures and two papers that analyze the relevance of labor market institutions. The special issue concludes with two papers investigating how the interplay of institutions and productive entrepreneurship results in economic growth.     

Entrepreneurship as a solution to poverty in developed economies

While entrepreneurship in developing economies at the base of the pyramid is receiving growing attention, scholars have devoted less effort to exploring entrepreneurship as a solution to poverty in advanced economies. Yet, poverty rates have not meaningfully changed in most developed economies in 50 years, and the income gap between rich and poor continues to widen. In this article, we examine entrepreneurship as a source of empowerment for the economically disadvantaged. We explore the nature of poverty and its implications for various aspects of entrepreneurship, identify problematic aspects of the typical low-income startup, and present the SPODER conceptual framework for fostering entrepreneurial development among the poor: (S) supportive infrastructure, (P) preparation of the entrepreneur; (O) expanded opportunity horizons; (D) finding sources of differentiation; (E) a well-designed economic model; and (R) leveraging community resources. We conclude by drawing from the framework implications for those involved in breaking the cycle of poverty.     

Entrepreneurship and innovation networks

In this paper, we give a general introduction to the notion of entrepreneurship and how it has many complex meanings. Entrepreneurs in new firms but also in incumbent firms have a key role in local, regional and national economic development by taking risks to get things done by developing new combinations of ideas and/or doing things differently. In view of this, two of the main questions that are dealt with are: (1) which features make structural differences in institutions and innovation networks remain invariant between decades, and (2) how knowledge about such features can be employed in policy at the national and the regional level. The research questions highlighted in this special issue relate to many pertinent national and regional policy issues. The most apparent concerns conditions conducive for entrepreneurship in the form of new firms and firm growth. In this paper, we also introduce the different contributors to this special issue.     

Bankers at the gate: Microfinance and the high cost of borrowed logics

In this paper we examine how the interaction between influences of commercial banking and poverty alleviation shaped the evolution of modern microfinance. Using institutional theory as a lens, we observe that the commercial banking logic increasingly displaced the microfinance field's foundational poverty alleviation and development principles over time. We argue that this process of displacement can occur inadvertently as organizations that embody multiple logics draw disproportionately on only one of those logics when developing legitimating accounts of their activity to stakeholders. Furthermore, we introduce the concept of permeability – the extent to which the elements of a logic are ambiguous and loosely coupled – to explain why some logics may be more or less open to the influence of other logics. We conclude by discussing implications for entrepreneurship and poverty alleviation more generally.     

Entrepreneurial ecosystems

International business fundamentally is about creating an ecosystem environment conducive to entrepreneurship. This means fostering actions and behavior that provide a systemic interaction with multiple entities. In this editorial for the special journal issue, the historical background and origins of the entrepreneurial ecosystem concept is discussed with the view to connected different strands of literature. This provides an optimal way to understand the way entrepreneurship develops through an ecosystem logic. The theoretical perspectives for understanding entrepreneurial ecosystems are discussed that lead to a discussion on each of the articles included in the special journal issue. Themes emerging from these articles are then stated that include a focus on value co‐creation, stakeholder collaboration and entrepreneurial networks. This enables a holistic way to understand the linkages international business has with entrepreneurial ecosystems.     

Ethics and entrepreneurship

As the study of entrepreneurship and the study of business ethics become increasingly established, the intersection of entrepreneurship and ethics is receiving increasing scholarly attention. In this paper, we review the research connecting ethics and entrepreneurship, classifying the literature into three broad themes; we also identify and integrate the key themes that emerge, and we offer suggestions for future research. We conclude by introducing the articles in this special issue.     

Organizational Learning at the Marketing/Entrepreneurship Interface

The intent of this special issue is to examine the interface of marketing and entrepreneurship. In the franchise contracts paper by Cochet and Garg and in the Chinese small firm paper by Li, Tan, Zhao and Liu, we assess whether these studies achieved that interface and, if so, what the papers respectively and mutually contribute to the body of knowledge at the interface.     

Immigrant entrepreneurship: Scrutinizing a promising type of business venture

Immigrant entrepreneurship is an important socioeconomic phenomenon today. In major destination countries for immigrants such as the United States, Canada, the United Kingdom, and Australia, immigrant entrepreneurship plays a critical role in economic development. The economic impact of immigrant entrepreneurship in the host country is well known, but the influence of immigrant entrepreneurship in the host country is not limited to its economic aspects. It includes important noneconomic effects such as the development of vibrant ethnic communities, social integration and recognition of immigrants, a nurturing entrepreneurial spirit, and providing role models for immigrants. From the management perspective, there are many aspects of immigrant entrepreneurship that are still unknown and need to be addressed. The purpose of this special issue is to shed light on some of those aspects. The articles selected to be published in this issue offer an excellent analysis of various important aspects of the topic, including the success factors of immigrant entrepreneurship, the influence of family networks, and the noneconomic effects of immigrant entrepreneurship. We believe the issue breaks new ground and offers excellent information on the topic. © 2010 Wiley Periodicals, Inc.     

Positive Organizational Ethics: Cultivating and Sustaining Moral Performance

We present this special issue on positive organizational ethics (POE) to highlight those pursuing positive subjective experiences, positive attributes of individuals and groups, and positive practices that contribute to ethical and virtuous behavior in organizations. Although prior research has offered some insight in this area, there is still much to be learned about how to cultivate and sustain ethical strength in different types of organizations and how goodness can emerge from and in spite of human failings. After describing the positive movement, we position POE as a discrete area of inquiry within the broader positive behavioral sciences, at the intersection of positive behavioral studies and business ethics. After defining our terms and purpose for creating the POE domain, we introduce the articles in this special issue. The introduction concludes with suggested topics for future research.     

Making Decision in Open Communities: Collective Actions in the Public Realm

This special issue is comprised of five articles which explore the modes and forms of decision-making in open communities, i.e. in organizations having loosely coupled, often informal, structures with flexible and permeable boundaries. These communities are emerging in the public realm and performing actions which can be described as a collective. More and more of these organizational environments are perceived to be highly democratic, innovative, and leading to successful social innovations, cohesion processes and governance. The articles represent an attempt to capture the nature of decision environments specific to open communities, and the dynamics of their decisions. The articles discuss characteristics of these communities and how they enable more democratic decisions and, at the same time, identify decision-making constraints that create obstacles for effective collective actions.     

Promoting entrepreneurship to alleviate poverty in India: An overview of government schemes,private‐sector programs,and initiatives in the citizens' sector

In recent years, entrepreneurship has achieved significance as a driver of economic growth and poverty alleviation. This article focuses on various initiatives and entities that promote capacity building and entrepreneurship development among the poor in India and pays special attention to examining the ways in which these entities can better coordinate their efforts. The article first reviews the general literature on entrepreneurship and poverty eradication followed by a conceptual framework that models the efforts of the Indian government, the private sector, and the citizens' sector in promoting entrepreneurship and capacity building. This conceptual framework is utilized to discuss efforts of social entrepreneurs and self‐help groups (SHGs) in India as well as to present a general sectoral assessment of the poverty‐alleviation schemes in the subcontinent. The article's conclusions emphasize that neither markets alone nor governments alone are enough to eradicate poverty, especially in the Indian context. Instead, a trisectoral approach that recognizes the complementarities between the government, the private sector, and the citizens' sector and encourages these sectors to collaborate may be vital to the common goal of capacity building among India's poor. © 2012 Wiley Periodicals, Inc.     

Anatomy of entrepreneurial marketing

The motivation for this special issue came from the growing attention and debate on what constitutes Entrepreneurial Marketing (EM). Research in EM was first pursued collectively by the Special Interest Group of the American Marketing Association about three decades ago. Recently, there is widespread recognition of the significance of entrepreneurship and innovation to marketing, and indeed the importance of marketing in successful entrepreneurship. Whereas many scholars view that EM is more suitable for small and medium enterprises (SMEs), there is also now a growing recognition of the important role of entrepreneurs in any marketing activities including at the corporate, community and social level. In light of this, it is not surprising that the government, industry and academics are recognising the contribution of EM to explain a range of issues. Although entrepreneurship and marketing are individually acknowledged as a major element in improving firm performance, their dynamics are still an area with limited theory and empirical work being undertaken. These issues have been highlighted in many international marketing and entrepreneurship conferences in the last 10 years. Indeed this special issue was proposed after EM special sessions held at the 2013 AMS WMC (Academy of Marketing Science World Marketing Congress) in Melbourne and ANZMAC 2013 (Australia and New Zealand Marketing Association Conference) in Auckland, New Zealand. The collection of papers presented in this Special Edition of Journal of Strategic Marketing was selected from the papers submitted at the close of the call for papers and following double blind review process. From the review process, authors of five submissions were selected and compiled into this [special issue on the Anatomy of Entrepreneurial Marketing]. It is our intention that this special issue becomes a valuable resource for both scholars and practitioners alike.     

Towards a conceptual multilayered framework of international entrepreneurship

The starting question before us here is: how should we approach complex international entrepreneurship decisions and problems? This article aims to trace the evolutionary scholarly road that has brought us here and highlight some of the significant signals, road signs, milestones, and barriers along the way. We will pause at each milestone to view the scenery surrounding it and also examine the underlying structures there, especially those that have served as foundations for the evolutionary course that usually starts at a local origin, passing through milestones, for reaching global destinations; as well as examining the nature of the evolution that has brought us to the current state of affairs. In light of multidisciplinary nature of international entrepreneurship (IE), drawing and relying on a few disciplines, there is a need to abstract from some in favor of deeper discussion of others with more prominent impact and presence in IE. We aspire to portray the outline of a multilayered conceptual framework to serve two primary purposes: to suggest a promising path for further theoretical developments and to provide a roadway to allow us to travel through to farther theoretical and operational destinations; and to highlight the articles appearing in this issue. We will view each article as a milestone and examine how the selective features of the article confirm, if not support, the framework enabling us to push forward to see farther horizons. Structurally, this article starts with a brief introduction that travels through three theoretical and foundational stops on the way to develop a broader view of IE at the end. A proposed conceptual framework will project, and enable us to see, that broader view. The latter part of the article travels through the four articles to highlight their theoretical developments and empirical findings that lend support to pertinent aspect of the proposed framework. A brief discussion at the end explore selected implications.     

Recent developments in the economics of entrepreneurship

This paper serves as an introduction to the special issue of JBV on the economics of entrepreneurship. Since the beginning of the 18th century, economics has recognized the importance of entrepreneurship at both the microeconomic and macroeconomic levels. This paper reviews recent developments in the economics of entrepreneurship, discusses the principles behind the emergence of a new heterodoxy in economics, and how these new principles provide fertile grounds to further our understanding of entrepreneurship and entrepreneurial behavior. Finally, the paper reviews the contributions included in this special issue and puts them in the context of recent developments in entrepreneurship research.     

The role of training in reducing poverty: the case of microenterprise development in India

Self‐employment in general and microenterprise in particular is evolving as a prospective option for income generation and the reduction of poverty in developing economies such as India. However, a lack of skills among the poor has been identified as one of the key hindrances in promoting microenterprises and, therefore, in reducing poverty. Various initiatives have been taken to promote entrepreneurship among the poor and the present study seeks to examine the role of training in this process. The conclusion is that provision of training alone may not always help in promoting entrepreneurship. The training itself must meet the needs of the trainees, and other strategic variables, particularly access to finance, may need to be in play.     

Staying poor: Unpacking the process of barefoot institutional entrepreneurship failure

Research on barefoot entrepreneurship is growing, yet we still know little about the potential limits of institutional entrepreneurship in the context of extreme poverty. Challenging institutional entrepreneurship theory's agency-centric assumptions, we seek to understand how barefoot institutional entrepreneurship efforts fail amidst resistance from powerful actors in the institutional context. Our qualitative study of marginalized waste pickers in Colombia sheds light on the role of power in barefoot institutional entrepreneurship failure. We unpack a paradox of inclusion: the more marginalized barefoot entrepreneurs push for and gain regulatory legitimacy for their market inclusion, the more this accentuates overt and covert power mechanisms that work to suppress the diffusion of institutional change, aggravating barefoot entrepreneurs' market exclusion. Our study shows that while regulatory change is necessary to enhance barefoot entrepreneurs' market inclusion, on its own it is not sufficient, without normative and cognitive support from powerful actors in the institutional field.     

Writing bold,broad, and rigorous review articles in entrepreneurship

Despite the importance of review articles in entrepreneurship, specific guidance to authors remains limited. Alongside JBV's rolling annual review issue, we provide authors practical tips for preparing review articles. Building on widely accepted principles employed in general management review articles, we tailor our guidance to the “entrepreneurship” way of writing review articles in entrepreneurship. Specifically, we call on authors to write bold, broad, and rigorous reviews that exemplify JBV's mission to publish and disseminate high-quality entrepreneurship research.