LEVERAGING TECHNOLOGY ADOPTION AND CIRCULAR ECONOMY PRINCIPLES TO ENHANCE RESILIENCE IN STARTUPS

Abstract Startups face unprecedented challenges in today's volatile business environment, necessitating innovative strategies to ensure resilience. This paper explores the role of technology adoption as a pivotal strategy in enhancing the resilience of startups. By reviewing existing literature and analyzing case studies, the paper highlights how technology enables startups to adapt to disruptions, optimize resources, and sustain growth. Key technologies, including cloud computing, artificial intelligence, and digital platforms, are identified as critical enablers of resilience. Recommendations are provided for startups to strategically implement technology to mitigate risks and thrive in dynamic markets.