Redefining Entrepreneurship: An Approach from Creativity and Territorialized Innovation

Abstract

This article analyzes the transition from the conventional entrepreneurship paradigm toward a model of territorialized innovation, based on the resignification of creativity as a situated praxis. The central problem addressed is the deterritorialization of business activity which, under the logic of generic scalability, erodes local identity and social capital. Through a qualitative-interpretative approach and the use of social mapping, the research examines how rootedness and the hybridization of knowledge (technical and ancestral) transform the territory from a mere logistical setting into an inalienable strategic asset. The results reveal that the success of these initiatives does not depend on the replication of external models, but on relational density and the mobilization of territorial capital. It is concluded that the resignification of entrepreneurship allows for systemic sustainability where competitiveness lies in cultural unrepeatability and creative sovereignty. This ontological shift proposes that "rooted value" is the most resilient response to global homogenization, positioning the entrepreneur as an agent of regeneration for their immediate environment.