Disruptive Innovation as a Communicational Lever for Entrepreneurial Performance: Challenges and Opportunities in a Connected World

Abstract

Abstract

In contemporary hyperconnected entrepreneurial ecosystems, disruptive innovation has emerged as a central driver of organizational transformation and competitive advantage. This study examines how strategic communication shapes the relationship between disruptive innovation and entrepreneurial performance in Moroccan startups. A quantitative research design was adopted, using survey data collected from 250 innovative startups operating across sectors such as agritech, digital services, manufacturing, and smart logistics. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using a two-stage approach (measurement and structural models).

The results show that disruptive innovation has a strong positive and significant effect on entrepreneurial performance (β = 0.42, p < 0.001). This effect is partially mediated by strategic communication, which accounts for about 28% of the total impact of innovation on performance outcomes. Moreover, digital connectivity significantly moderates this mediated relationship (β = 0.31), reinforcing the effectiveness of communication strategies in highly connected and digitally mature environments. Startups embedded in advanced digital ecosystems achieve superior performance gains, particularly when they leverage networked storytelling, AI-enabled branding, and real-time stakeholder interaction.

Theoretically, the study extends network society and dynamic capabilities perspectives by conceptualizing strategic communication as a dynamic organizational capability that translates disruptive innovation into measurable performance outcomes. Managerially, it offers actionable recommendations for startup leaders and policymakers seeking to build integrated innovation–communication architectures to enhance sustainable competitiveness in emerging digital economies.

Keywords:disruptive innovation, entrepreneurial performance, strategic communication, digital ecosystems, networked branding.