Challenges of Sustainable Entrepreneurs: Insights from the Practice

Christine Jama

Student thesis: Master thesis


This master thesis explores the phenomenon of sustainable entrepreneurship by the use of a multiple case study approach. Two case organisations, Løs Market and Phenix Denmark, have been studied in order to illuminate certain aspects of sustainable entrepreneurship. Firstly, the very definition of sustainable entrepreneurship concept is explored more deeply as the academic discourse has not reached consensus yet. Secondly, it is examined which specific challenges and tensions sustainable entrepreneurs are confronted with in relation to reaching their environmental goals while being economically profitable.
The research is mostly based on empirical data and has been complemented by extant literature from the field. The data suggests that sustainable entrepreneurs need to change certain behaviours of individuals and businesses as well as inform and educate them about environmental issues in order to be able to reach their environmental missions. Furthermore, the pursuance of a variety of goals, namely environmental, economic as well as social ones, creates tensions and frictions within the companies and represents a major challenge. Lastly, it is suggested that further research needs to explore the underlying issues of these challenges which I identify to be unsustainable systems, habits and norms as well as competing value systems in an otherwise value- free economic sphere.

EducationsMSocSc in Organisational Innovation and Entrepreneurship , (Graduate Programme) Final Thesis
Publication date2017
Number of pages155