“…The literature shows great interest in understanding the sustainability drivers, as means toward a more sustainable‐oriented state (Lozano, 2015; Peralta, Carrillo‐Hermosilla, & Crescente, 2019), and a stimulus for corporate entrepreneurship (Mahfuz Ashraf et al, 2019; Morrish, Miles, & Polonsky, 2011). The recent introduction of UN's 17 SDGs has pushed organizations even more to the need to merge sustainability into their businesses (Poddar, Narula, & Zutshi, 2019; Presch, Dal Mas, Piccolo, Sinik, & Cobianchi, 2020; Rosati & Faria, 2019; Secundo, Ndou, Del Vecchio, & De Pascale, 2020; Tsalis, Malamateniou, Koulouriotis, & Nikolaou, 2020). Interestingly, according to Ruzza, Dal Mas, Massaro, and Bagnoli (2020) “emerging technologies regularly serve as enabling forces for economic, social, and business transformation” and can, therefore, be an external factor that contributes developing new SMBs.…”