Sustainable recovery for digital entrepreneurs with shared resources: enablers, challenges and solutions

Abstract

Purpose The purpose of this study is to identify important criteria for sustainable recovery of digital entrepreneurship from distress situation using shared resources. During pandemic disruption, the importance of sharing economy in managing business efficiency is reflected through this research. Design/methodology/approach The present study advances the knowledge on shared resources in business by integrating case study approach with multi criteria decision-making (MCDM) model. A fuzzy analytic hierarchy process approach is adopted to compute criteria weights, and a fuzzy technique for order performance by similarity to ideal solution (TOPSIS) technique is used to rank the sharing economy entrepreneurial ventures during COVID-19 pandemic in the context of emerging economy. Findings The present study identified five most important enablers (technological innovation, technology expertise, convergence of virtual and physical spaces, collaboration rather than competition, and benefits to underserved groups through transparency) for sustainable recovery of sharing economy ventures in emerging economy. For example, the study highlights online tutoring through shared intellect as the most sought after sharing economy venture during pandemic disruption, which fulfills the identified enablers. Practical implications The proposed framework provides an accurate decision support tool to rank the various identified potential enablers of sharing economy during disruptions. Further, the approach is practically relevant to sharing economy entrepreneurs in selecting the best approach to recover sustainability during pandemic. Originality/value The study is unique in addressing the need of sustainability for digital ventures via sharing economy approach in emerging economy (India). To develop a conceptual framework, the present study incorporates a case based approach together with the hybrid MCDM model. Further, the extant literature on disruptions is enhanced by prioritizing the enablers for sharing economy during pandemic.