The Need for Digital Twin and Psychological Engagement Through Emotional Intelligence in Start-Ups for Sustainable Business Strategy

Abstract

In a digital world, the digital twin plays a significant role in making the product and system easy for any manufacturing plant. By using digital technologies, including artificial intelligence and machine learning, one can reduce human interventions, attain solutions to plant design and reduce costs and errors in the production stages. Emotional intelligent entrepreneurs have found digital twin technologies in start-ups to have sustainable business strategies during challenging periods. Emotional intelligence, especially attention and emotional clarity, significantly affects psychological and mental issues. During the economic surge and pandemic, the global economy has been struggling to sustain in the business and find new business strategies to mitigate obstacles and improve the current system to be robust. Researchers have considered forty-one start-ups to study their digital twin implementation in their business and entrepreneurs' emotional intelligence to have a sustainable business. Researchers have used a convenient sampling technique to collect data from Micro, Small, and Medium Enterprises (MSME) entrepreneurs in India and Abroad. Researchers have used Statistical Package for the Social Sciences (SPSS) statistical tool for the descriptive and reliability analysis. Analysis of a Moment Structure (AMOS) has been used for data analysis and to check the model fitness through SEM. Researchers have collected data and evaluated entrepreneurs and their start-ups through questionnaires. Through this study, Researchers proposed a model and, based on the model, found that the model has an acceptable fit and that Digital Twin possibilities in start-ups and entrepreneurs' emotional intelligence positively impact start-ups' sustainability.