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When David Meets Goliath: Sustainable Entrepreneurship and the Evolution of Markets

In: Social Innovation

Author

Listed:
  • Kai Hockerts
  • Rolf Wüstenhagen

Abstract

Businesses in many industries are increasingly confronted with environmental and social challenges. Rather than just focusing on short-term profits, stakeholders expect firms to meet a triple-bottom line of economic, environmental, and social value creation (Elkington, 1997). The increasing importance of sustainable development creates new risks, but also new opportunities for businesses. Reaping these opportunities requires firms to come up with innovative solutions for tomorrow’s markets (Hart and Milstein, 2003; Pacheco et al., 2009). There seems to be an increasing awareness that there is a business case for sustainable entrepreneurial initiatives, and achieving ‘green growth’ is a popular theme in the political debate (Ki-moon and Gore, 2009). But how does green growth come about? What does it take for sustainable entrepreneurs to blossom? And particularly, is sustainable entrepreneurship something that happens in large firms or small firms?

Suggested Citation

  • Kai Hockerts & Rolf Wüstenhagen, 2012. "When David Meets Goliath: Sustainable Entrepreneurship and the Evolution of Markets," Palgrave Macmillan Books, in: Alex Nicholls & Alex Murdock (ed.), Social Innovation, chapter 11, pages 268-293, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36709-8_12
    DOI: 10.1057/9780230367098_12
    as

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