Navigating dynamic market challenges to enhancing sustainable entrepreneurship in SMEs through opportunities and disadvantages

The advancement of SMEs is crucial for a global trend in every nation since they are pivotal in enhancing the national economy and creating additional opportunities, particularly in the Sustainable Development Goals (SDGs) setting. This study aims to establish a framework regarding “the direct influence of market opportunities and challenges on sustainable entrepreneurship.” We developed a new model and descriptive steps on the basis of the variables of the study. To accomplish the research’s objective, we applied a quantitative research method to examine the influence of market opportunities and disadvantages on sustainable entrepreneurship. This research was implemented and evaluated in the business sector for numerous SMEs in South Iraqi cities, using a questionnaire as a data collection method, with a sample size of 432 general managers and marketing managers employed in SMEs. The analysis utilized the AMOS 26 software to test the study’s hypotheses. The findings indicated a direct positive effect on the market challenges and prospects for sustainable entrepreneurship. This study indicates a focus on mitigating market disadvantages and enhancing opportunities for SMEs through establishing essential guidelines and regulations that can mitigate market disadvantages and transform them into substantial opportunities that enhance sustainable entrepreneurship in SMEs.