New ventures are part of the global reality, they are an alternative that drives the economy from various angles, being favorable to face adverse realities, such as that experienced by the COVID-19 pandemic. By virtue of the above, this paper, focused on the documentary research method, aims to analyze the figure of entrepreneurship, offering an interpretive and critical position. To achieve this end, the following aspects are considered: 1) The conceptual definition of entrepreneurship, which contemplates its economic meaning, its relevance for the social sciences and as mechanisms to establish relationships between entrepreneurs and the social conglomerate. 2) The ethical dimension of entrepreneurship, its link with social responsibility and with the obligations to the community, which makes us lean towards a definition of entrepreneurship linked to the strengthening of the productive economy and human relations. 3). The role of enterprises in the COVID-19 scenario, a moment characterized by the exacerbation of social asymmetries, the closure of companies, the sanitary confinement, but which also meant the promotion of various enterprises that kept society operational, offering goods, services and inputs in a novel way, supported by digital commerce and other alternative tools. It is concluded that new ventures are part of the current reality, they are a source of innovation, economic growth and effective mechanisms to face the logic of globalization. [ABSTRACT FROM AUTHOR]