How to Apply Digital Communication for Entrepreneurship and Sustainable Innovation: A Case Study of Portuguese Business Practices

Daniel Filipe Sousa () and José Castro Oliveira ()
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Daniel Filipe Sousa: University of Vigo
José Castro Oliveira: ISPGAYA – Gaya Polytechnic Institute

A chapter in Business Sustainability: Innovation in Entrepreneurship & Internationalisation, 2026, pp 233-249 from Springer

Abstract: Abstract In today’s context, sustainability is fundamental in entrepreneurship and innovation to create new business models that combine sustainable practices and digital technologies. In today’s digital age, companies must leverage digital tools to promote their sustainability efforts effectively. This study examines the best digital communication practices for promoting entrepreneurship and sustainable innovation by companies, organizations, and entrepreneurs in Portugal, and how companies can benefit from fostering sustainability through digital media. The blending between entrepreneurship and sustainable innovation has become a solution to climate change and sustainability challenges. It is characterized by reconciling commercial interests with a commitment to the environment and society. Incorporation into digital marketing enables social entrepreneurs to disseminate practices more effectively, using attractive formats to promote products and services more comprehensively and efficiently, and encourage sustainable practices and innovation in business formats, thus, generating more knowledge about practices and sustainable developments among consumers and starting a positive cycle of searching for sustainable products and services. The case study is a research method that generally uses qualitative data collected from real events to explain, explore, or describe current phenomena within their context. The findings highlight the importance of sustainable communication and digitization in shaping modern business models, reinforcing the need for businesses to adopt these practices to thrive in an increasingly competitive and environmentally conscious marketplace.

Keywords: Entrepreneurship; Sustainable innovation; Digitization; Innovative business models; Digital communication (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99151-6_16

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DOI: 10.1007/978-3-031-99151-6_16

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