The results of this study present interesting avenues for further study. This study identified a new type of marketing, science marketing, that is essentially differ-ent from traditional concepts of marketing. A more detailed study of the concept of science marketing might yield valuable insights on how the historical, cultural and institutional context affects the multiplicity of shapes that marketing can take in specific situations.
The ethnographic data in this study were collected from a single company in its early stages of operation. They provide a valuable picture of the bases of marketing practice, i.e., scientific work and traditional marketing, and how these aspects can begin to intertwine during the early years of business operations.
Moreover, the interview data in this study were collected from small and young biotechnology companies. Continuing to follow these companies and adding data from more established biotechnology companies might produce insights on how marketing practice continues to evolve as companies grow.
Using the practice approach, this study depicts marketing in a way that makes certain activities such as publishing articles an understandable and logical com-ponent of marketing practice. However, because of this study’s scope, the concept of science marketing continues to be presented at a general level. A more fine-grained analysis of the various aspects of practice might provide a more compre-hensive view of the concept. First, an interesting avenue for closer study would be the patterns of the doings, sayings and interactions among various interest groups such as scientists, technology transfer officers and financiers. Small biotechnol-ogy companies operate at the intersection of different cultural and institutional boundaries. Therefore, the second interesting area for future research concerns these very tensions, rules and power structures that shape science marketing prac-tice. Third, focusing on the artefacts and how they are used by and simultane-ously shape science marketing practice might provide interesting insights into the largely ignored research area of artefacts in everyday marketing work. I suggest that these avenues of research might broaden the concept of marketing and
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