You are on page 1of 14




Green Trend
Clean Energy Trend
Organic Orientation Trend
Economic Trend
Social Trend
Health Trend
Web Trend

Ecopreneurship is an emerging concept, and it may
become one way of doing business in more
environmentally friendly ways.
Ecopreneurship is basically a management tool that can
be used to innovate environmentally
Ecopreneurship deals with the start-up of a very innovative
company supplying environmental products and services,
and in the wider definition it is about value creation
through environmental innovations and products, exceeding
the start-up phase of a company, to which he adds the
attributes of market-oriented and personality-driven.

Ecopreneurship is more likely to appear in small and
medium sized companies, because there the strategic
decisions are more influenced by the entrepreneurs
values and commitments than in larger companies.
Ecopreneurship that is based on an affective or a
continuance commitment to the environment should be
more frequent in these smaller companies because they
usually represent goals beyond or other than profit
maximization, something which is often the prime goal of
corporations, especially when they are stock market-listed.

Ecopreneurship as the intersection of the
entrepreneurship and the sustainability
disciplines, it is now time to look in more detail
at the three sub-concepts of ecopreneurship:
1. Eco-innovation
2. Eco-commitment
3. Eco-opportunity.

Eco-innovations are all measures of relevant
actors (firms, politicians, unions, associations,
churches, private households) which; develop
new ideas, behavior, products and processes,
apply or introduce them, and which contribute to
a reduction of environmental burdens or to
ecologically specified sustainability targets.

Dimensions Of Eco-innovations
New eco-innovation classification system by
Halila and Hrte (2006), measures three
dimensions of eco-innovations:
1.Degree of creativity and kind of knowledge
needed to develop the innovation
2.Extent of the innovation (component of a
product, product, part of a system, entire
3.Expected environmental effect

The categories for eco-innovations

developed by Halila and Hrte
(2006, p. 380)
Product care (Category 1)
Continuation of an existing product. The knowledge needed
is standard or basic. Example: New color scheme, designupdate (product face-lifting)
Minor product improvement (Category 2)
Some aspects or components of an existing product are
improved. The knowledge required is business-specific
competence or a high level of familiarity with the specific
product. Example: model change or addition of a new
model in the product line.

Major product improvement (Category 3)

Requires a branch-specific general knowledge base related to the
product in question. New product or fundamental change in
existing product, not directly based on the previous model.
Functional innovation (Category 4)
A new way to fulfill a function, with a new principal solution,
where knowledge is collected from other areas. Examples:
Calculators based on electronics rather than mechanics. Cooling
by refrigerator rather than ice blocks.
System innovation (Category 5)
Implies the replacement of existing systems by new ones, and the
creative contribution may transform the knowledge field.
Examples: Broadcasting by TV rather than radio.
Scientific breakthrough (Category 6)
The name implies that scientifically-led competence is necessary
for this category of eco-innovation. Example: Discovery of DNA.

Environment be regarded as an entity, not only a physical entity, but
also an entity made up of the various forces that aim to bring it on the
company agenda, like regulations, market forces and internal forces.
Affective commitment can be understood as an emotional attachment to
the environment, something that makes the consideration of
environmental concerns and the achieving of environmental goals an
end in itself.
Continuance commitment is concerned with the economic and social
cost of disregarding environmental concerns, or what economists call
opportunity cost. Someone operating under continuance commitment
strongly respects social and economic norms, and will therefore direct
efforts to pursue eco-opportunities which are socially but also
economically acceptable.
Normative commitment means that the person guided by it will respond
to a feeling of obligation or indebtedness. This indebtedness may be
caused by external influences, such as environmental protection laws,
or by the individual identifying obligations to the environment.

When economic activity creates environmental degradation or
social damage, economists have sought to attribute this fact to
market failures.
The following market failures are proposed as possible sources of
eco-opportunity: public goods, externalities, monopoly power,
inappropriate government intervention, and imperfect information.
Market failure is defined as: the failure of a more or less idealized
system of prize-market institutions to sustain desirable activities or
to stop undesirable activities.
An eco-opportunity is assumed to be an environmentally relevant
market failure, which if given a cost-effective solution, people
would pay for to have it removed.



Hazman Malik's
'The Green Cab'
is designed to
pollutants and
keep the
fresh and clean.
The electricpowered vehicle
has not been
designed to offer
a luxurious ride
per se; instead,
it's meant to be