Innovation, Initiative, and Risk-Taking Courage as the Key to Success in Starting and Managing a Business

Abstract

This article discusses the role of innovation, proactivity, and
risk-taking courage as key factors in building and managing a
business in the midst of the challenges of the era of

Received 1 Feb 2025
Revised 1 Mar 2025
Accepted 20 Mar 2025
Available online 1 April 2025

globalization and increasingly fierce economic competition.
Using a case study of AFD Collection, a fashion business that
successfully survived and thrived during the COVID-19
pandemic, this article reviews how implementing product
innovation, digital marketing strategies, and adapting to
market changes can support business continuity and growth.
In addition, this article also explores the importance of
effective human resource management, optimization of
digital technology to improve operational efficiency, and
careful planning in dealing with market dynamics. The
findings in this article provide strategic insights and practical
advice for entrepreneurs, especially in the face of
uncertainty and challenges in volatile global markets, so as
to strengthen their