The Dynamic Marketing–Entrepreneurship Interface: A Creative Management Approach

In recent years increasing attention has been paid to the marketing – entrepreneurship interface in the management literature. This work is valuable in pointing out the need for a multidisciplinary perspective and a more holistic approach to research in the area. The present article argues that there is a need to further extend the paradigm and study the interface in a more dynamic context, than that which is provided by traditional economic approaches to marketing and entrepreneurship. This is done by using a creative management approach, which ties together economic, organizational and psychological mechanisms, to try to understand the dynamic marketing and entrepreneurship interface in a strategic management perspective. The creative management approach should be viewed as a meta‐model which includes the economic model as a way of describing the outcome of the dynamic process.