Title: Entrepreneurship and digital markets

Authors: Renato Lopes Da Costa; Luis Cabral; Leandro Pereira; Álvaro Dias; Rui Gonçalves

Addresses: Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, 1649-026, Portugal ' ISCTE – Instituto Universitário de Lisboa, Lisbon, 1649-026, Portugal ' WINNING Lab, Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, 1649-026, Portugal ' Universidade Lusófona de Humanidades e Tecnologias, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal

Abstract: Over the past years, the digital industry has experienced a huge transformation, impacting not only entrepreneurship, but also digital platforms. All business strategies must be rethought, with the purpose of satisfying the consumer's needs, which are constantly changing. Entrepreneurs must adapt their products to the digital format and take advantage of the benefits that digitalisation can offer, especially in a context in which markets are more dynamic and uncertain. This research aimed to comprehend how entrepreneurship and digital platforms are related, identifying the main challenges. In this sense, three research questions were formulated, based on the literature review and, a questionnaire was applied. After combining a quantitative and qualitative analysis, it was possible to realise that it is essential to take into account that digitalisation requires a rethinking of the companies' strategies. Thus, entrepreneurs should take advantage of this opportunity to sell their products through these platforms.

Keywords: entrepreneurship; digital platforms; digitalisation.

DOI: 10.1504/IJEBR.2022.124289

International Journal of Economics and Business Research, 2022 Vol.24 No.1/2, pp.271 - 285

Received: 28 Dec 2020
Accepted: 15 Jan 2021
Published online: 21 Jul 2022 *

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