Title: Motivating sustainable entrepreneurship: the deployment of a visual navigation tool

Authors: Marc Dressler

Addresses: Department of Marketing and Human Resources Management, Ludwigshafen University of Business and Society, Ludwigshafen, Germany

Abstract: Small businesses are in search for business models that balance the three pillars of sustainability (economy, environment, society) to successfully compete in increasingly driving-out markets. A bottom-up process via structured interviews with German wine producers delivered the spectrum of relevant sustainability indicators. Responding to the need for measuring, benchmarking, and transparency, the study subsequently created a visualisation tool measuring across 17 sustainability criteria. The framework enables wineries to strategically assess their business models in regards to sustainability. Tool application fosters transparency and nurtures innovation to increase sustainability. This research broadens the perspective of strategic sustainability and business model transformation of entrepreneurial SMEs.

Keywords: balanced scorecard; creativity; business model; strategy; performance; benchmarking; entrepreneurship; sustainable management; operationalisation; visualisation; wine industry.

DOI: 10.1504/WREMSD.2021.112095

World Review of Entrepreneurship, Management and Sustainable Development, 2021 Vol.17 No.1, pp.77 - 102

Received: 16 Sep 2019
Accepted: 31 Mar 2020

Published online: 04 Jan 2021 *

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