Abstract

Purpose: This study aims to inquiry the trend of Entrepreneurial Marketing(EM) from the 1987 advent of EM

to 2021. We feature how marketing and entrepreneurship interface has evolved over about the past thirty years.

Furthermore we will show the some suggestion for EM in the era of Multicultural Metaverse.

Method: For the research procedure, the search term EM was searched as the title keyword of entrepreneurial

marketing. The research history of EM was about 30 years. The papers were researched for three decades from

1987 to 2021.

Results: As a result of the survey, out of a total of 155 papers in the SCOPUS journals, an oversea’s journal

site, and 1 article from the RISS in domestic journal. The papers were researched for three periods in 10-year

increments. As a result of the survey, out of a total of 155 papers from the SCOPUS journal site, an overseas

journal site, 4 papers from 1987 to 1999, 21 papers from 2000 to 2009, 101 papers from 2010 to 2019, 27 papers

from 2020 alone, and 2 papers from Jan. 2021. Each papers includes the chronical characteristic of EM.

Conclusions: Each decade is characterized by the vision and leadership of representative researchers and their

influence on the development and growth of EM. Lately, EM belongs to the growth step of the life cycle. EM has

gained significant scholars and practitioners’ attention due to its strong effect on organizational sustainability

leading to creating the value.

[Keywords] Co-Creating, Entrepreneurial Marketing(EM), Multicultural Metaverse, Business Opportunity, Sustainability