Metaverse meets digital entrepreneurship: a practitioner-based qualitative synthesis

Davide Calandra, Michele Oppioli, Razieh Sadraei, Vahid Jafari-Sadeghi, Paolo Pietro Biancone

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


Purpose Considering the pervasiveness of technology, this article offers an understanding of how the metaverse can impact digital entrepreneurship. The objective will be to gather professional evidence on how the revival of this new technology can bring entrepreneurial development. Design/methodology/approach (limit 100 words) Through a qualitative study approach based on applying the metaverse in digital business contexts and analysing 533 practitioner sources from the NexisUni database, it will be possible to identify the concepts and application techniques of this emerging technology. The research adopts a qualitative methodology based on a mixed thematic and content review using tools such as ATLAS.ti and Leximancer. Findings (limit 100 words) Our study finds three relevant macro-topics for metaverse and digital entrepreneurship (Technology, Immersive and Design) and eight concepts (Private Solutions, Digital Twins, Gamification, Public Solutions, New Business Worlds, Co-design, Collaborative Spaces and Stakeholders’ participation). The uncovered elements demonstrate professionals’ interest in a new mode of digital entrepreneurship using the metaverse. This interest highlights the commitment of companies and entrepreneurs toward discovering new services delivered in virtual and parallel worlds that find the creation of digital twins as their essence. Therefore, the study explores ongoing relationships for developing increasingly technically complex metaverse platforms and customer service offerings. Research limitations/implications (limit 100 words) The study has some limitations as the selection of the database and the way the cases are focused on, which may be a stimulus for future studies. The analysis has innumerable theoretical and practical implications. In the first case, our research will shed light on an empirical case concerning the conceptual difference between innovation or greater transformation of business models through the metaverse. This work will directly contribute to the global discussion by identifying a model for applying emerging technology to digital entrepreneurs. Finally, from a practical point of view, we will provide new insights to digital entrepreneurs by showing them applications, best practices, and platforms they can use for their businesses. Practical implications (limit 100 words) On a practical level, we show practical opportunities coming from the metaverse for digital entrepreneurs. This study may inspire CEOs, managers, and future entrepreneurs to use the metaverse to expand their businesses by diversifying their services into numerous sectors. Originality/value (limit 100 words) To the best of our knowledge, this study represents one of the first efforts to study the metaverse by framing it from theoretical and practical perspectives of digital entrepreneurship. Additionally, future research implications may guide researchers in this brilliant research field.
Original languageEnglish
Pages (from-to)666-686
Number of pages21
JournalInternational Journal of Entrepreneurial Behavior & Research
Issue number2-3
Early online date26 Jun 2023
Publication statusPublished - 11 Mar 2024


  • Co-design digital twins
  • Digital entrepreneurship
  • Metaverse
  • Public value
  • Qualitative study

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Business and International Management


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