Reimagining entrepreneurship in the digital era: An analysis of innovation, technology adoption, and sustainable practices in driving business resilience and growth

Abstract

Innovation, technology adoption, and sustainable business strategies are now prioritised in entrepreneurial practices, which have been significantly altered by the emergence of digital technologies. This study examines the ways in which big data and artificial intelligence (ai) might promote sustainable entrepreneurship in india, with an emphasis on the social, environmental, and economic effects. A structured survey of 420 entrepreneurs from a variety of industries yielded primary data that was used to measure the use of ai and big data, operational effectiveness, economic performance, environmental practices, and social impact. The findings were contextualised by utilising complementary secondary data sourced from government databases, industry publications, and scholarly literature. A 5-point likert scale survey, semi-structured interviews about adoption strategies and barriers, and case studies of best practices in ai/big data implementation were the main methods used to collect data. Backward descriptive statistics, reliability and validity calculations, and relation testing with structural equation modelling (sem) were the main quantitative approaches. As mentioned, a qualitative thematic analysis was also carried out. The claim that the use of digital technologies enhances a company's operational efficiency and economic growth in tandem with the sustainability of the environment and societal equity is supported by results showing differences in practices within technology and sustainability adoption. This study advances the field of sustainable entrepreneurship by providing practitioners and policymakers with more information to support the more realistic implementation of resilient and responsible business growth using ai and big data.