This thesis presents a tentative definition of the concept of
in the most simplifiedform described as
entrepreneurship and innovation for sustainability
Business with a Cause”.
The concepttakes its departure from generic entrepreneurship theory development, its extensions and furthercontextualization into the domains of sustainability, primarily through recent research. A literaturereview provides core references related to the conceptualization of sustainability entrepreneurship. Aclaim is made that there is a need for further conceptual development, especially viewed in contrastto the empirical material and experience, when digesting the literature that deals with conceptspreceding sustainopreneurship. These concepts are eco-preneurship and social entrepreneurship, as well as current descriptions of sustainability entrepreneurship, including some sources where the word sustainopreneurship in itself is introduced for the first time. The methodological approachused when conducting the literature review is an analytical stance. Additional analysis, integrating and extending the reviewed sources, leads us to a performative definition of sustainopreneurship. This tentative definition is presented as an imagined prospective wordbook entry in a “futurehistory” format. One of the key distinctions in between entrepreneurship in general andsustainopreneurship, is that sustainopreneurship is mission- and cause oriented - business activity isused as a means to solve sustainability-related problems. In short, to turn
business activity from being a part of the problem to be a part of the solution.
This world of ideas is set in contrast to the practical enaction of
On a Mission Sweden – Inc. Ass
, andthe seven brands developed from this business platform –
Club PuLS™, DJ Anders, SEEDS Sustainability Investment Fund, SEEDS Magazine, Ignition®, SLICE Services and Publishing™
Three of these only reached conceptual stage for future potential launch. Four gotestablished, and of these; one idle, two spun off in their own ventures, and one intended to spin off during 2007. Entrepreneurship as a concept to describe the nature of these ventures wasexperienced as insufficient, until 2003, when the concept of “sustainopreneurship” was found by serendipity. The conceptual dissatisfaction with “entrepreneurship-as-usual”, together with finding this new concept, made me instantly embrace this concept in the moment when stumbled upon. Another major driver for this work is a strong aspiration to take the abstract, general words andstatements from world summits and conferences to the practical, hands on, down to earth, grass-root, local level with real world interaction to make possibilities of the problems related to thesustainability agenda. The ventures created from a time span of over seven years, forms a vast, deep,dense, intense and extremely rich “gross” empirical base from where the study collects its selective“net” material relevant for this study. The methodological approach to make sense and use of theseserial and parallel self-initiated and self-experienced venturing processes is