Paradigm Shift in Innovation for Business Sustainability: A Conceptual Study

Entrepreneurship, in a very broad sense, has always been at the heart of any firm. For a long time entrepreneurship is constructed in terms of managing small business or being the owner – manager thereof particularly in Indian context. But now entrepreneurship has taken into new shape in the form of Creativity and Innovation. No entrepreneur or enterprise, how successful and big cannot survive without understanding how the modern business operates in this competitive world of galloping change which always creates new problems, risks and opportunities. To, be successful any entrepreneur has to know how the business is going and able to meet the requirements of its customers, understanding its competitor strategies and contribution towards the society. To achieve the above discussed Innovation and Creativity plays as a fuel for both survival and growth of any entrepreneurship business across the globe. The ideas and discussions presented in this paper by the authors are purely conceptual in nature by referring to various literature reviews on the selected title, and moreover the entire data presented is purely secondary in nature.