LINKING TECHNOLOGICAL INNOVATIONS AND DIGITAL MARKETING TO BUSINESS INCUBATOR SUCCESS AT UNIVERSITIES: THE MEDIATING INFLUENCE OF ENTREPRENEURIAL POTENTIAL
Abstract
Promoting entrepreneurship is commonly considered the cornerstone of economic growth and new job creations. These incubation centers do a lot by providing the startups with the resources, guidance and necessary infrastructure to develop. However, considering the technological advances and central pressures to the world market, the traditional incubation models are no longer optimal. In the current setting, technology innovations and digital strategies need adaptation for startups in a business incubator to thrive. Although there is increasing interest in the field, there is limited prior research on the relationships between digital marketing and technological innovations and success of student-founded startups in university incubators. This study examines the relationship between technological support and the digital marketing practices in business incubators as well as the moderating role of the potential of the entrepreneurs. A quantitative research was adopted based on the analysis of information from 260 university students involved in entrepreneurial activities ranging from different fields. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Incubator performance’s positive impact of the use of digital marketing and technological innovations are corroborated by the research. Notably, entrepreneurial potential arises as a mediator to prove its worth in optimizing the benefits of digital and technological capital for positive results. The model shows considerable statistical support and reliability for all of its constructs. The evidence suggests that university incubators should not be concerned with equipment and facilities delivery alone. They should develop entrepreneurial skills of student founders. The research presents an integrated approach that confirms the need for digital tools, technological integration, and entrepreneurial capabilities to deliver sustainable results in academic incubation settings.
