The intersection of entrepreneurship and selling: an interdisciplinary review, framework, and future research agenda.
Matthews, Russell S.
Chalmers, Dominic M.
Fraser, Simon S.
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MATTHEWS, R.S., CHALMERS, D.M. and FRASER, S.S. 2018. The intersection of entrepreneurship and selling: an interdisciplinary review, framework, and future research agenda. Journal of business venturing [online], 33(6), pages 691-719. Available from: https://doi.org/10.1016/j.jbusvent.2018.04.008
Selling is integral to entrepreneurship, yet it has rarely been a focal topic of analysis for entrepreneurship scholars. To address this, we undertake a broad-ranging systematic literature review of research that in some way explores selling within entrepreneurial contexts. We inductively develop a framework that orders extant research into selling antecedents, activities, contexts, and outcomes. Then, drawing on these entrepreneurship-selling intersections, we suggest opportunity theory can be extended by integrating critical insights from selling literatures. In particular, we address ego-centric views of entrepreneurship which prioritize entrepreneurial agency, and advocate for the incorporation of customer agency into synchronized processes of opportunity identification, refinement, and exploitation. The article concludes that a promising avenue for future theory development resides in the study of situated sales interactions, which can serve as an empirical vista to the underexplored entrepreneur-customer nexus.