Ecologically-oriented enterprises in Hungary
by Zsuzsanna Győri; András Ócsai
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 10, No. 1, 2014

Abstract: In this paper, we describe how we conducted in-depth empirical research about the value-background and coping strategies of ecologically-oriented enterprises in Hungary. It is a common belief that companies that have an ecological orientation are at a disadvantage on competitive markets because ethical and environmentally-friendly behaviour can generate costs and lessen competitive advantages. Hence, a pro-ecology stance is at odds with competitiveness. The paper presents theoretical arguments and empirical results which suggest that ecologically-oriented enterprises can survive and even prosper in competitive environments. Research findings highlighted two preconditions which make the survival and prosperity of ecologically-oriented businesses possible. The first is that ecologically-oriented businesses are intrinsically motivated to follow their environmental and ethical goals. The second is that these businesses define success multi-dimensionally. Their definition of success includes consideration of whether their stakeholders are flourishing and whether the environment is being conserved and restored.

Online publication date: Fri, 30-May-2014

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