Has Covid-19 accelerated opportunities for digital entrepreneurship? An Indian perspective

Abstract

Covid-19 has challenged many businesses to orient themselves towards digital solutions for their survival. Due to the rising digital wave during Covid-19, there has been a plethora of opportunities for aspiring entrepreneurs to enter the market. Hence, this study focuses on understanding emerging areas and technologies for digital entrepreneurship. This study adopted a qualitative approach with semi-structured interviews through the lens of the diffusion of innovations theory. A total of 23 entrepreneurs responded and presented their views on Covid-19-induced opportunities for digital entrepreneurship. A structured process of open, axial, and selective coding was adopted for the thematic analysis. The study presents a framework based on four promising propositions. Results of the thematic analysis indicate the emergence of digital entrepreneurship opportunities in technology (EdTech, FinTech, cybersecurity), healthcare (diagnostics, virtual care, fitness), entertainment (over the top, gaming, social media), and e-commerce (contactless delivery, payment methods, augmented reality). In this study, entrepreneurs presented their views based on their experience with the platform or technology they operated. To this end, the present study offers implications both for scholars and entrepreneurs working in and aspiring to digital entrepreneurship along with future scope of research.