Sustainable Entrepreneurship

Traditional entrepreneurship focuses on identifying new opportunities for creating value for customers or users and developing these opportunities to establish a profitable business. They are vital for the continuing development of disruptive innovation and market change. However with growing global concern about addressing environmental and social issues faced by a global economy, it becomes imperative to find entrepreneurship that can address the triple bottom line approach of sustainability. This led to emergence of Sustainable entrepreneurship - combining the traditional focus of entrepreneurship with an emphasis on opportunities to alleviate social or environmental conditions. Sustainable entrepreneurship is about entrepreneurs striving simultaneously for profit and also improving local, global environmental and social conditions.

There may be several reasons for the traditional entrepreneur to become a sustainable entrepreneur. One of the reason could be prior exposure to a sustainability related market failure that led to shift in corporate strategy that encompasses sustainability involved business initiative. Understanding Consumer psychology and behaviour for alternative sustainable products may give us some framework to reconcile tensions for sustainable entrepreneurs. Sustainable entrepreneurs can resort to patents, cooperating with educational institutions, establishment of an international network and organisational culture, for better business development leading to commercial success. 

An empirical design analysis to reconcile tensions faced by Sustainable Entrepreneurs - although they are highly motivated to solve environmental and/or social related problems (sustainability-related market failures) is the outcome of this research work. A cross-case or cluster analysis of entrepreneurs operating in the industry will be conducted, evaluating theory against real life. An approach will be designed to identify the sustainable entrepreneurs motivations to start-up, challenges faced throughout the business development and their impact in market. Eventually a case study approach to study the sample space of sustainable entrepreneurs could result in understanding the reasons for antecedent exposure to an environmental concern.