THE CONCEPT OF DIGITAL ENTREPRENEURSHIP AND BRANDING IN CONTEMPORARY BUSINESS

Abstract:The study applies a systematic literature review with the aim of providing
insight into theoretical approaches to digital entrepreneurship and branding, which
represent new and actual concepts that significantly affect the business success of contemporary
organisations. When defining the research subject, it was considered that
the digital economy is largely conditioned by the emergence of entrepreneurial actions
that have produced innovations in the domain of digital technology. Therefore, the
study of digital entrepreneurship and branding is of interest for academicians, business
practitioners, as well as public and political subjects that support this phenomenon,
bearing in mind its positive effects on encouraging employment, social and economic
development. The research findings have provided a scientific insight into the conceptualization
of digital entrepreneurship and branding, indicating their interrelations
with innovations, digital technologies, and creative abilities. The theoretical part of
the research was additionally supplemented with a survey that provided an analysis
of employees’ views on the application of digital entrepreneurship in the Republic of
Serbia. The paper has also demonstrated that doing business in a digital environment
and digital innovations give the organisations an access to new resources, and above
all to quality and up to date information, services, and online communities, which
condition their expansion in the markets. However, this study has also emphasised the
lack of scientific research related to research instruments, frameworks and models of
digital entrepreneurship that could have practical application.

 

Keywords: digital entrepreneurship, digital brand, digital business, business innovation,
digital economy