SUSTAINABLE CHANGE MANAGEMENT – A CRUCIAL SUCCESS FACTOR FOR E COMMERCE STARTUPS

Abstract

In the words of Mahatma Gandhi, "Embracing change is fundamental." In today's world, a nation's capacity to innovate sustainably, harnessing new knowledge, transforming it into innovative technologies, and scaling these innovations into profitable enterprises that not only generate wealth but also foster employment and prosperity, is paramount. Startups, as transient entities, seek adaptable, enduring, and sustainable business models. They represent the inception of small ventures by visionary entrepreneurs, aimed at testing the feasibility of novel business concepts. Startups epitomize the most effective avenue for instigating sustainable change. By conducting meticulous research, e-commerce startups can overhaul their entire ecosystem and structure, facilitating a deeper understanding of pivotal factors through effective change management practices. The objective of this research paper was to explore how adept change management can catalyze significant improvements in the performance of startups within the Indian markets. This study underscores the significance of agile strategies that e-commerce startups can adopt to seamlessly integrate the change management process as a cornerstone of their development. Moreover, it advocates for a heightened awareness of emerging opportunities, thereby paving the path for e-commerce startups to thrive sustainably in global markets.