Making Ecopreneurs

Abstract

This chapter proposes a framework to position ecopreneurship in relation to other forms of environmental management. The framework can also be easily adapted to corporate sustainability. The framework provides a reference for managers for introducing ecopreneurship. Five basic positions are distinguished according to the degree of environmental orientation of a company's core business and market impact: environmental administrators, environmental managers, alternative activists, bioneers and ecopreneurs.The chapter suggests an approach to the qualitative operationalization of ecopreneurship and sustainable entrepreneurship and how to assess the position of a company in a classification matrix. The degree of environmental or sustainable orientation in the company is assessed on the basis of environmental goals and policies, the ecological profile of the range of products and services, the organization of environmental management in the company, and the communication of environmental issues. The other examined dimension of ecopreneurship, the market impact of the company, is measured on the basis of market share, sales growth and reactions of competitors. The approach was then applied to seven company case studies. The case studies showed that the basic concept of ecopreneurship is applicable. The company representatives evaluated the approach as helpful in clarifying their position in ecopreneurial terms. The main benefit of the approach is that it provides a framework for self-assessment and indications for improvement.

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