Entrepreneurial Marketing and New Product/Service Development: A Systematic Review
Wesley Friske, Stern NeillAbstract
This chapter reviews the entrepreneurial marketing (EM) literature on new product and service development (NPSD). The authors apply the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method to categorize and summarize 47 peer-reviewed articles that focus on EM in the context of NPSD. The objectives of this review are fourfold: (1) to discuss the relevant literature on EM and NPSD, (2) to highlight important findings from the literature, (3) to address the shortcomings of the current literature, and (4) to propose future directions for research. The authors also present an input-process-output (IPO) model that synthesizes how firms use EM practices and principles to execute NPSD in uncertain, resource-constrained environments.