Abstract
This chapter focuses on strategies for sustainable entrepreneurship. This chapter increases the understanding of which sustainable innovation strategies are emphasised in different sustainable entrepreneurship strategies. In addition to the utilisation of different sustainable innovation strategies, the valuation of environmental, economic, and social sustainability factors and selected motivational factors is used to explain the content of the identified sustainable entrepreneurship strategies. This chapter identifies four clusters that describe strategies for sustainable entrepreneurship. The identified clusters were labelled as follows: (1) Trailblazers (solution-oriented innovators with a comprehensive sustainable entrepreneurship strategy), (2) Ride Sharers (business-oriented, positive-thinking developers), (3) Cost Cutters (problem-oriented operators with a cost-cutting innovation strategy), and (4) Risk Avoiders (environmentally oriented current state stabilisers). By identifying these clusters, this chapter contributes to the growing stream research on the connection of sustainable innovation and sustainable entrepreneurship.
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Rantala, T., Saunila, M., Ukko, J., Rantanen, H. (2019). Identifying Strategies for Sustainable Entrepreneurship. In: Bocken, N., Ritala, P., Albareda, L., Verburg, R. (eds) Innovation for Sustainability. Palgrave Studies in Sustainable Business In Association with Future Earth. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-97385-2_12
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