author(s)
Olga Paul Ferrante

abstract
This study explores the role of innovation and creativity in entrepreneurship, highlighting key strategies that entrepreneurs adopt to foster innovative solutions, challenges they encounter, and opportunities that arise from a rapidly evolving marketplace. By examining various research models and theoretical frameworks, this paper provides insights into the significance of innovation-driven entrepreneurship. It discusses how businesses leverage technological advancements, customer insights, and strategic partnerships to cultivate a culture of continuous innovation. Furthermore, the study emphasizes the importance of government policies, access to funding, and educational programs in shaping an entrepreneurial ecosystem that nurtures creative thinking and risk-taking. The findings underscore the necessity of fostering a business climate that encourages research and development, open innovation, and adaptability to global market trends. As industries continue to undergo transformation due to digital disruption and globalization, innovation remains the key driver of business longevity and economic growth.