ENTREPRENEURIAL INNOVATION AND BUSINESS SUSTAINABILITY IN EMERGING MARKETS

Entrepreneurial innovation has become a critical driver of business sustainability, particularly in emerging markets where organizations operate under rapidly changing economic, technological, and institutional conditions. Entrepreneurs play a vital role in introducing innovative products, services, business models, and processes that enhance competitiveness while contributing to economic and social development. In emerging economies, innovation enables businesses to overcome resource constraints, respond to evolving consumer needs, and adapt to market uncertainties. This review paper explores the relationship between entrepreneurial innovation and business sustainability in emerging markets by examining innovation strategies, entrepreneurial ecosystems, digital transformation, leadership, financial inclusion, and sustainable business practices. The paper also identifies barriers to innovation and proposes strategic recommendations for entrepreneurs and policymakers. The findings indicate that entrepreneurial innovation strengthens organizational resilience, improves operational performance, promotes sustainable growth, and contributes to long-term economic development. Continuous investment in technology, human capital, and supportive institutional frameworks is essential for achieving sustainable entrepreneurial success.