Sustainability Entrepreneurship: Charting a Field in Emergence

Abstract

This chapter argues that most of the normal entrepreneurial laws are valid also in environmental ventures. However, the value-based leadership often rightly associated with environmental entrepreneurs gives a special flavour to these businesses. The purest segment of environmental entrepreneurs might be those trying to make their living through sustainable natural resource use. A typical ecobusiness environmental technology scenario is to overestimate the legislation push and underestimate the need for market pull. Environmental management services achieve their goals by taking into account environmental protection criteria in all the company's planning, implementation and control activities, aiming at decreasing the environmental load and achieving long-term corporate objectives. Barriers to ecopreneurship can be classified into three broad categories: the challenge of market creation; the finance barrier; and the ethical justification for existence. Financial and market considerations are essential to all entrepreneurs. Therefore, maybe the most distinctive feature of many ecobusinesses is their explicitly expressed ethical reasoning.

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