Year
2025
Abstract
The global coffee industry is rapidly transforming due to digitalization, evolving consumer preferences, and sustainability trends. Coffeepreneurship, blending entrepreneurial innovation with coffee culture, has emerged as a competitive business model. This study applies the 3T- Technology, Taste, and Transformation to assess digital innovation, consumer experience, and business adaptation in coffee entrepreneurship. Despite opportunities in digital transformation, coffeepreneurs face challenges such as market saturation, financial constraints, and regulatory barriers. Limited access to fintech solutions and supply chain inefficiencies further hinder scalability. This study addresses these gaps by analyzing how technology, branding, and financial literacy influence coffeepreneurs' long-term sustainability using the VRIO (Value, Rarity, Imitability, and Organization) framework. Unlike previous studies that focus solely on business performance metrics, this study integrates resource-based strategies and digital transformation to assess long-term success factors in the industry. A qualitative research approach was employed, involving semi-structured interviews and observational analysis with 22 Malaysian coffeepreneurs at the International Coffee & Beverage Show (ICBS) 2024. Content analysis based on the VRIO framework structured the evaluation of business competitiveness. Findings reveal that technology adoption, experiential marketing, and financial literacy significantly enhance coffeepreneurs' success. However, market saturation, operational inefficiencies, and regulatory constraints remain key obstacles. This study provides strategic insights into leveraging digital transformation and resource-based advantages, offering policy recommendations for financial inclusion and sustainable growth in coffeepreneurship.
Keywords:
Coffeepreneurship, Digital Transformation, VRIO Framework, Business Innovation, Fintech
Recommended Citation
Abdul Rahim, Razinda Tasnim; Muhammad Zuki, Mohd Faizuddin; and Md Noor, Nur Syamilah, "3T of Tech, Taste, and Transformation in Coffeepreneurship" (2026). International Conference on Business and Management Research (ICBMR). 26.
https://scholarhub.ui.ac.id/icbmr/2025/1/26
Included in
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3T of Tech, Taste, and Transformation in Coffeepreneurship
The global coffee industry is rapidly transforming due to digitalization, evolving consumer preferences, and sustainability trends. Coffeepreneurship, blending entrepreneurial innovation with coffee culture, has emerged as a competitive business model. This study applies the 3T- Technology, Taste, and Transformation to assess digital innovation, consumer experience, and business adaptation in coffee entrepreneurship. Despite opportunities in digital transformation, coffeepreneurs face challenges such as market saturation, financial constraints, and regulatory barriers. Limited access to fintech solutions and supply chain inefficiencies further hinder scalability. This study addresses these gaps by analyzing how technology, branding, and financial literacy influence coffeepreneurs' long-term sustainability using the VRIO (Value, Rarity, Imitability, and Organization) framework. Unlike previous studies that focus solely on business performance metrics, this study integrates resource-based strategies and digital transformation to assess long-term success factors in the industry. A qualitative research approach was employed, involving semi-structured interviews and observational analysis with 22 Malaysian coffeepreneurs at the International Coffee & Beverage Show (ICBS) 2024. Content analysis based on the VRIO framework structured the evaluation of business competitiveness. Findings reveal that technology adoption, experiential marketing, and financial literacy significantly enhance coffeepreneurs' success. However, market saturation, operational inefficiencies, and regulatory constraints remain key obstacles. This study provides strategic insights into leveraging digital transformation and resource-based advantages, offering policy recommendations for financial inclusion and sustainable growth in coffeepreneurship.