Sustainability as Vehicle for Strategic Entrepreneurship

Abstract

This chapter investigates strategic value of sustainability based on empirical data from German wineries. Two sources served to explore strategic aspects. An online panel filled by German wineries on strategy, innovation, and sustainability was complemented by a netnographic database on winery brand management. The results underline a leapfrogging growth of strategic importance of sustainability for German wine producers. Sustainability is becoming a strategic driver with far-reaching impulses for innovation and business model design. Sustainability accentuates the wineries´ generic positioning and offers potential for reputational differentiation. Sustainability is developing into a profiling vehicle and control instrument in the German wine industry. In particular, customer receptiveness and reputational value for strategic profiling promises sustainability further relevance. A positive performance impact nourishes expectations that sustainability can unfold transformational power in light of the market drive out and low market profitability.

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