Edited by John R. McIntyre, Silvester Ivanaj and Vera Ivanaj
Chapter 9: Entrepreneur profile and sustainable innovation strategy
The environmental challenges (climatic change, limited supply of natural resources, the change in the ozone layer) associated with increasing population create a favorable environment for using innovation opportunities (Abrassart and Aggeri, 2007). In a global context that creates a strong argument for a green economy (Grenelle de l’Environnement in October 2007 in France, windmill parks in Denmark and California), the numerous economic protagonists, particularly small businesses, are often forgotten during debates about sustainable development, unlike the multinationals which are considered to be the experts on ‘green-washing’ according to non-governmental organizations (NGOs) such as Les Amis de la Terre (Friends of the Earth) and numerous authors (Davis, 1992). At the same time, in an approach inspired by resource theory (Wernerfelt, 1984; Barney, 1991), innovation strategies are recognized as the guarantee for long-term survival of organizations, irrespective of their size (Camison-Zomosa et al., 2004; Soparnot and Stevens, 2007). As well as being a powerful lever for earning acceptability and legitimacy (Mathieu and Reynaud, 2005), strategies for sustainable development, defined as strategies aiming for overall performance including social and environmental aspects, represent real opportunities, particularly economic, for businesses.
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