Authors: Zsuzsanna Győri; András Ócsai
Addresses: KÖVET Association for Sustainable Economies, 86/b Dózsa György Street, H-1068 Budapest, Hungary ' Business Ethics Center, Corvinus University of Budapest, 8 Fővám Square, H-1093 Budapest, Hungary
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.
Keywords: ecologically-oriented enterprises; Hungary; empirical research; ecological orientation; competitiveness; intrinsic motivation; multi-dimensional success definition; entrepreneurship; management; sustainable development; sustainability; ecology; environmental goals; ethics; ethical goals; environmentally-friendly behaviour.
World Review of Entrepreneurship, Management and Sustainable Development, 2014 Vol.10 No.1, pp.52 - 65
Published online: 30 May 2014 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article