market entry

This study aims to explore the role of e-commerce platforms in facilitating market entry for emerging entrepreneurs, examining the benefits, challenges, and overall impact of these platforms. This qualitative study utilized semi-structured interviews with 25 emerging entrepreneurs to gather in-depth insights into their experiences with e-commerce platforms. The interviews focused on various aspects of platform usage, support and resources provided, challenges faced, and the outcomes of utilizing these platforms. Data were analyzed using NVivo software to identify key themes and subthemes, with theoretical saturation guiding the data collection process. Five main themes emerged from the data analysis: (1) E-commerce Platform Usage, encompassing platform selection, initial setup, features and tools, user experience, and integration with other systems; (2) Support and Resources, including educational resources, financial support, technical assistance, marketing support, and networking opportunities; (3) Challenges and Barriers, such as technical issues, financial barriers, competition, and regulatory issues; (4) Outcomes and Impact, highlighting business growth, market access, brand development, and diversified revenue streams; and (5) Entrepreneurial Experience, covering the learning curve, work-life balance, community support, motivation and goals, and adaptability. E-commerce platforms play a crucial role in enabling market entry and supporting business growth for emerging entrepreneurs. These platforms provide essential infrastructure, tools, and resources that simplify business operations and enhance market reach. However, entrepreneurs face challenges related to technical issues, financial constraints, competition, and regulatory complexities.

Sport startups are a specific form of new business venture that enters the market in a fast manner. There has been more emphasis on sport startups due to the need to capitalize on innovations particularly digital types in the global business environment. This study examines the challenges physical education students face in using advertising to foster the growth of emerging sports startups. Using triangulation, we collected data through mixed methods. The findings indicate significant financial barriers, such as high start-up costs and insufficient initial capital, that limit students' ability to invest in their businesses. Additionally, a lack of understanding of sports marketing principles and the rapid pace of advertising technology evolution hinder effective promotional efforts. Social and cultural barriers, including low community awareness and trust in new entrepreneurial ventures, further limit market access for sports startups. The intense competition with established brands requires high levels of innovation and creativity, areas in which students often lack experience and skills. These findings emphasize the need for comprehensive support systems, such as financial aid, improved educational programs, and mentorship, to provide physical education students with the necessary tools to successfully navigate the competitive sports business landscape. This research provides valuable insights to improve the growth and success of sports startups using advertising.