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It is an analysis of epistemological approaches close to the disciplines of marketing and entrepreneurship, by means of a literature review of the postulates of different authors to establish or sustain the approaches the authors wish to take for the development of their doctoral theses. Marketing and entrepreneurship, very linked to the science of administration, as well as close to human behavior. The venture is established as suggested approaches, institutional economic theory, social cognitive theory and the autopoiesica complexity; and in the case of marketing, empiricism / positivism, pragmatism, and the theory of complexity as approaches suitable for the high incidence of business realities and the environment.

Análisis de enfoques epistemológicos en tesis doctorales relacionadas con el marketing y el emprendimiento.