Qualitative analysis highlights strategies employed by local entrepreneurs for digital and ecological adaptation.
The COVID-19 pandemic has accelerated the digital and ecological transition, reshaping both opportunities and challenges for entrepreneurs. This study examines the strategic pivots necessary for effectively navigating this dual transition, analyzing the barriers encountered and the strategies employed to develop more digital and sustainable business models. Based on interviews with 16 French local entrepreneurs, we demonstrate that bricolage practices enable entrepreneurs to engage in the digital and ecological transition.
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Lejuste et al. (2025) studied this question.
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