Marketing Emprendedor: Una perspectiva cronológica utilizando Tree of Science

Abstract

Entrepreneurial Marketing is a field of marketing that promotes a fusion between market orientation and business innovation. This applies to businesses of all sizes and in all sorts of contexts. Despite the significant attention towards this concept and its possibilities, less work has been done on the rise and evolution of this topic. The purpose of this article is to identify related concepts, making a chronological analysis using the Tree of Science software. First, a Web of Science query was carried out on the topic of Entrepreneurial Marketing; then a plain text file was uploaded to the Tree of Science platform. This platform showed the articles in the form of a tree and we proceeded to analyze the main ones to fulfill the objective of this research. The result of the exploration identifies that entrepreneurial marketing arises from a combination of market orientation and entrepreneurship orientation, resulting into a new school of marketing with high potential. It is concluded that the associated strategies open paths for entrepreneurs seeking in the entrepreneurial marketing a way to create competitive advantages; also it allows to apply different concepts that may be adapted to their environment. Also, the paper presents the importance of networking activities in entrepreneurs as a generator of social capital.