Sustainability, eco-innovation and technology - an Italian perspective
by Antonella Reitano; David Taylor; Karen Greig; Carla Sposato
International Journal of Technology Marketing (IJTMKT), Vol. 9, No. 3, 2014

Abstract: The aim of this paper is to explore the motivations of those starting green businesses or greening established businesses in Italy. Taylor and Walleys green entrepreneur typology (Taylor and Walley, 2004; Walley et al., 2008) is used in the research, as a framework for comparison of established businesses and start-ups. According to Bianchi and Noci (1998), the approach of Italian SMEs to greening has been reactive rather than proactive in that they have responded positively when required by key stakeholders. Questionnaires were sent to SME owner-managers in the Calabrian region of Italy. The results indicate that, whilst profit is still a key determinant of the business approach, sustainability is playing an increasingly influential role.

Online publication date: Sat, 30-Aug-2014

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