Purpose

Literature in the entrepreneurial marketing (EM) field continues to flourish with a noted increase in publications in recent years. This study aims to conduct a bibliographic analysis of EM literature, to examine the intellectual landscape of the field and assess scientific productivity and impact.

Design/methodology/approach

A total of 1,363 EM papers, extracted from the Web of Science database, were identified between 2005 and 2019. Co-authorship, citation, co-citation and keyword co-occurrence were examined, identifying the most-prominent authors, articles, journals and countries of publication, citation and co-citation. Network maps were created using VOSviewer.

Findings

The findings indicate that EM has become a thriving, multidisciplinary field that has reached a point of maturity, where exploration is seemingly a major focus of the field’s expansion. This maturity is mirrored in the evolution of the EM operationalisation – moving from a narrowly defined scope to a far broader and encompassing operationalisation. Distinct schools of thought emerging in the literature have been identified and emerging trends guiding the future growth of the EM field have been discussed. The expansion of the field continues to be assembled on the foundation of a number of seminal papers.

Originality/value

This research offers an updated examination of the EM field, in particular, including a period of recent expansion in the field. The incorporation of network maps offers a visual depiction of the intellectual landscape of the field.

中文翻译：

---

考察企业家营销的边界：书目分析

目的

近年来，企业营销（EM）领域的文学继续蓬勃发展，出版物显着增加。本研究旨在对新兴市场文献进行书目分析，以检查该领域的知识领域并评估科学生产率和影响。

设计/方法/方法

从2005年至2019年，从Web of Science数据库中提取的总共136篇EM论文得到了确认。共著录，引文，引文和关键词共现进行了研究，确定了最杰出的作者，文章，期刊和论文。发表，引用和共同引用的国家/地区。网络地图是使用VOSviewer创建的。

发现

研究结果表明，新兴市场已经成为一个蓬勃发展的多学科领域，已经发展到成熟点，勘探似乎是该领域扩展的主要重点。这种成熟度在EM运营化的演进中得到了体现-从狭义的范围扩展到涵盖范围更广的运营化。已经确定了文献中出现的不同思想流派，并且已经讨论了指导新兴市场领域未来发展的新兴趋势。该领域的扩展继续在许多开创性论文的基础上进行。

创意/价值

这项研究提供了对EM领域的最新检查，特别是包括该领域最近的扩张期。网络地图的合并提供了该领域知识领域的直观描述。