Environmental turbulence (ET) is an essential variable in the economic and business discourse. This paper focuses more on the incidence of ET in business studies, particularly in marketing and entrepreneurial studies. A systematic analysis is conducted using the 52 most relevant articles from 1991 till 2022. Textual analysis using a word crunching tool yielded essential terms in the complied papers. Results indicate that ET is connected with innovation, which entrepreneurship must indulge in performing well in markets. Most studies have considered ET as a moderator in affecting entrepreneurship and its marketing aspects. The second most common application has been as a mediator, followed by the role of an antecedent. From a purely theoretical basis, ET may have a much more significant role in fostering or eliminating entrepreneurship and keeping entrepreneurship focused on innovation. Future research can focus more on the service sector and study environmental turbulence’s mediating and antecedent positions.
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