Digital Entrepreneurship and Ideology : The Emerging Value System for Entrepreneuring in the Digital Era

Arroyo Carrasco, Lizbeth and Hormiga, Esther and Discua Cruz, Allan (2024) Digital Entrepreneurship and Ideology : The Emerging Value System for Entrepreneuring in the Digital Era. In: De Gruyter Handbook of Digital Entrepreneurship :. de Gruyter, Berlin, pp. 19-42. ISBN 9783110764109

Abstract

The unstoppable phenomenon of digitization in entrepreneurship is transforming the mindsets of the new generation of entrepreneurs. In this chapter, we explore whether the new entrepreneurial discourses are challenging the taken-forgranted myth of the neoliberal hero. To this end, this chapter acknowledges the theory of ideology to elucidate the value system for entrepreneuring in the digital era. We embarked on a qualitative approach and conducted a content analysis on 800 digital startup websites across four European entrepreneurial hubs. As a result, we identified that despite the presence of a dominant neoliberal discourses, new value systems are emerging and evidencing the unique nature of digital entrepreneurship.