Author(s): Alberico Rosario, Ricardo Raimundo
Organizations are in constant interplay with their context, generating ensuing opportunities and threats. The intensity of such relationship determines organizational decisions and subsequent organizational behaviour in order to survive. In this way, it is central to find out how entrepreneurship triggers marketing innovation. A Systematic Bibliometric Literature Review (LRSB) of Scopus data from 2010 to 2021 was carried out based on three keywords: ‘entrepreneurship’, ‘innovation’ and ‘marketing’. It was performed through a descriptive, quantitative and qualitative analysis of the 11 scientific articles. We have concluded that 'Market Entrepreneurship' (ME in further text) has become an important research area in the interface of both disciplines. The article identified the central themes in ME research. However, ME literature is highly fragmented, requiring development. Based on an analysis of the literature, we identified three key themes of research in ME and resulting development patterns, namely ME networks, innovation and individual business behaviour.