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期刊原文 Where is the opportunity without the customer? An integration of marketing activities, the entrepreneurship process, and institutional theory Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Despite the central and complementary roles of marketing and entrepreneurship responsibilities, research has largely examined marketing activities and the entrepreneurship process separately. Marketing scholars have extensively examined research questions related to identifying and understanding the customer and translating customer needs into new products. In contrast, entrepreneurship scholars have largely assumed market opportunities to exist. As such, entrepreneurship scholars have instead examined the factors, such as an entrepreneurs traits and behaviors that influence how entrepreneurs recognize opportunities, innovate, and then exploit opportunities. The variance in the nature of the primary questions that marketing and entrepreneurship scholars pursue creates a significant theoretical gap concerning (1) the integrated role of these key responsibilities in firms and (2) the relationships between these responsibilities under different environmental conditions. By integrating theory regarding the entrepreneurship process and marketing activities, we first aim to provide a theoretical foundation for examining the intersection of marketing and entrepreneurship. More specifically, our first research question asks: What are the relationships between key marketing activities and the entrepreneurship process? To examine this question, we argue that marketing activities and a firms entrepreneurship process are reciprocally related. Viewing marketing as a set of activities through which firms manage knowledge, we first describe how marketing activities support the firms entrepreneurship process of opportunity recognition, innovation, and opportunity exploitation. Through cross-level effects, market-oriented activities support