• Sanjukta Ghosh School of Design, Business and Technology, Sristhi Institute of Art, Design and Technology, India


Digital Entrepreneurship can be defined as embracing new ventures and the transformation of existing business by creating and using novel digital technologies. On the other hand, Design Thinking is now considered to be one of the effective problem-solving methodology and appropriate for complex business understanding and facilitate innovation. Design thinking tools are well aligned with creative understanding. The study attempted to identify the attributes related to Design Thinking and Creative cognition that can contribute to innovation and understand how these attributes are interrelated.  About 30 students responded to some open-ended questions relevant to the objectives. This resulted to creation of a corpus of text or transcripts. Grounded theory in association with Affinity Mapping was applied to identify the attributes from the transcript. Open Coding, Axial Coding and Selective coding under grounded theory facilitated to reveal the underlying attributes from a significantly large corpus of text. The key attribute which evolved through different coding under Grounded theory is Business Model Creation which is linked to all other attributes like Creative Intelligence, Productive Risk Taker, and Navigate through Complexity, Effective Communication, Empathy, and Emphasis on Process, Deep User Understanding, and Prediction


Digital Entrepreneurship, Design Thinking, Creative Cognition, Innovation, Business Model, Grounded Theory, Affinity Diagram


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How to Cite

Sanjukta Ghosh. (2018). ROLE OF DESIGN THINKING AND CREATIVE COGNITION FOR THE GROWTH OF DIGITAL ENTREPRENEURSHIP. International Journal on Recent Trends in Business and Tourism (IJRTBT), 2(4), 53-57. Retrieved from