Purpose – This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface. Design/methodology/approach – This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for...

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed. It is argued that much of the contemporary Nordic research in marketing, for example, networks, relationship...