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Title:
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Greening Goliaths versus Emerging Davids
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Author:
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Hockerts, Kai; Wüstenhagen, Rolf |
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Abstract:
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This paper proposes a model of how incumbents and new entrants engage in sustainable
entrepreneurship. We suggest that in the early stages of an industry’s sustainability
transformation, new entrants (‘Emerging Davids’) are more likely than incumbents to
pursue sustainability-related opportunities. Incumbents react to the activities of new
entrants by engaging in corporate sustainable entrepreneurship activities. While these
‘Greening Goliaths’ are often less ambitious in their environmental and social goals, they
may have a broader reach due to their established market presence. This paper analyses
the interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ and theorizes about
how it is their compounded impact that promotes the sustainable transformation of
industries. |
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URI:
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http://hdl.handle.net/10398/7122
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Date:
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2009-01-27 |
This work is licensed under a Creative Commons License.
