Sustainable Entrepreneurship and Sustainability Innovation Article Critique

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Schaltegger, S. & Wagner, M. (2010). Sustainable entrepreneurship and sustainability innovation: categories and interactions. Business Strategy and the Environment 20: 222-237.

Schaltegger & Wagner (2010) create a usable framework for sustainable entrepreneurship, sustainable innovation, and sustainable business development in "Sustainable entrepreneurship and sustainability innovation: categories and interactions." The article first addresses the purpose for the research. Companies have been traditionally culprits in creating both environmental and social justice problems, necessitating regulations imposed externally. Driven solely by profit, a company will not be likely to pursue innovation or sustainability entrepreneurship unless it was profitable to do so. The authors point out that while this may be true with some organizations in some sectors, that otherwise the business environment is changing. A new framework based on current business trends is proposed by Schaltegger & Wagner (2010). This new framework is based on the fact that many companies -- and their managers -- "have been core drivers of sustainable development," (Schaltegger & Wagner, 2010, p. 223). The purpose of the article is not necessarily to find out why this is so (eg. improved ethical climates in organizational culture) but to find out how this fact can be transmuted into effective action that promotes social and environmental justice. However, the authors do suggest and assume that innovation that is sustainable is implemented because of the competitive environment. Sustainable entrepreneurship is a trend that reveals the connection between social justice, environmental ethics and corporate responsibility to shareholder value.

There are four main types of sustainability oriented entrepreneurship enterprises.

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The authors define "ecopreneurship" as "to earn money through contributing to solving environmental problems," (Schaltegger & Wagner, 2010, p. 223). Using the ecopreneurship framework, ecological ethics are integrated into the business model as well as its mission. Economic goals are the ends, and environmental concerns are the means to achieving that end. Social entrepreneurship is defined differently, as not being bent on profitability as much as the creation of "value for society," (Schaltegger & Wagner, 2010, p. 224). The opposite of ecopreneurship, social entrepreneurship uses economic value as a means to achieve the end of social justice goals. Institutional entrepreneurship aims to change the regulatory environment and market institutions, and may be either profit-driven or value-driven. Finally, sustainable entrepreneurship is motivated by the drive to contribute to solving both environmental and social justice problems, and creating a sustainable development business environment. Essentially, Schaltegger & Wagner (2010) show how sustainable entrepreneurship combines the best qualities of the other three types of sustainability orientated entrepreneurship enterprise activities.

The authors investigate the phenomenon of sustainability entrepreneurship in all its manifestations in order to discover meaningful trends. Those trends include which conditions are more conducive for the organic or spontaneous emergence of sustainability oriented entrepreneurship of any time. To explore the trends and their implications for policy and business, Schaltegger & Wagner (2010) offer a positioning matrix of sustainable development. One axis of the matrix is the priority of sustainability goals which can range from low priority to high. The other axis includes the effects.....

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