Title: Sensemaking the business case: championing low-carbon initiatives

Authors: Christopher J. Brown; Hajre Hyseni

Addresses: Department of Marketing and Enterprise, University of Hertfordshire, de Havilland Campus, College Lane, Hatfield, Hertfordshire, AL10 9AB, UK. ' Department of Marketing and Enterprise, University of Hertfordshire, de Havilland Campus, College Lane, Hatfield, Hertfordshire, AL10 9AB, UK

Abstract: This study discusses owner-managers' sensemaking of the business case for green products and services. How the use of knowledge transfer partnerships, particularly the embedding of an intrapreneur into the small enterprise, contributes to a more successful outcome for all parties. Starting with the evaluation of six selected case studies and the impact that engaging with 'greening' products and services has on the underlying business model, and the significant change that is often demanded of the owner-managers' strategic orientation. The paper presents a contingent framework that links the development of green products and services, owner-managers mindset change to a changed business model.

Keywords: low carbon initiatives; entrepreneurial mindsets; entrepreneurs; strategic orientation; sensemaking; business models; business cases; owner-managers; green products; green services; knowledge transfer partnerships; embedding; intrapreneurs; small and medium-sized enterprises; SMEs; successful outcomes; product greening; service greening; mindset change; expected impacts; actual impacts; impact pathways; innovation; learning.

DOI: 10.1504/IJIL.2012.049355

International Journal of Innovation and Learning, 2012 Vol.12 No.4, pp.448 - 467

Published online: 03 Sep 2012 *

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