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Guided by paradox theory, the study aims to significantly advance Sustainability in Higher Education Institutions (SHEI) scholarship and inform change agents’ (CAs) practices by uncovering the tensions underlying the challenges CAs face in embedding sustainability in their universities and learning about potential strategies to manage these tensions.

The authors conducted a multi-step, mix-methods study including interviews (n = 15), an online survey (n = 36) and focus groups (n = 29) with CAs from 17 of Austria’s 22 public universities. Participating CAs consisted of faculty, staff and administrators with leading roles in their Higher Education Institutions’ sustainability change processes.

Austrian SHEI CAs’ responses revealed 15 tensions at and between the individual, organizational and system level addressing academic, organizational and external stakeholder engagement aspects. Six tensions were selected for more in-depth exploration including elaboration of management strategies, building on CAs’ experiences. Results revealed examples of acceptance, separation and synthesis strategies.

Based on the exploratory nature of our study, the authors do not claim to have identified a comprehensive list of tensions underlying the challenges faced by SHEI CAs, nor of all potential management strategies.

Although this study focused exclusively on Austrian SHEI CAs, the challenges they shared were consistent with those in the literature and, thus, insights should also support the CAs’ efforts in other countries.

This study offers novel perspectives on how to manage the challenges to SHEI. To the best of the authors’ knowledge, it is the first to describe paradox theory-informed management strategies recommended by a heterogenous group of SHEI CAs to address the barriers they face in transforming their universities toward sustainability.

The purpose of this paper is to explore the viability of the ecological furniture niche markets in Greece and Cyprus. More specifically, the authors investigate the current demand on ecological furniture, business strategy and planning in introducing eco-furniture products in Greek and Cypriot market. Finally, particular emphasis lays on the analysis of the barriers regarding decision making of Greek and Cypriot enterprises in order to incorporate ecological furniture into their current activities.

Based on three distinguished hypotheses, the study seeks to draw attention to the critical factors which will impact decision making on such products development within the severe crisis. Using a prototype questionnaire, specifically structured for the aim of the research, the authors collected data from 36 Greek furniture enterprises, 25 Cypriot ones and 24 sectoral experts and relevant institutes in Greece and Cyprus. The questionnaires were selected in 2012, which were further elaborated and statistically analyzed with SPSS ver 17.0 after they were tested for their content and construct validity, managing to verify the hypotheses.

The study reveals an increasing sensitivity for environmental issues and an effort to combine it with the emergent green markets. Green strategies can lead to significant competitive advantages for Greek and Cypriot furniture firms, especially after the recovery of the long-lasting recession. Furniture manufacturers believe that environmental issues are tightly related to consumer behaviors and social image, expose a real interest for the environment and consider green strategies as a major way to differentiate. The firms of the sample focus on raw material and processes adapted to suit environmental requirements. On the other hand, these issues constitute major barriers to apply such strategies together with business risk and the lack of knowledge regarding the requirements of environmental sustainability.

The research bears certain limitations such as the sample size and the fact that results are based mainly on perceptions of entrepreneurs/managers. Thus, there are certain questions on objectivity and generalizability. Furthermore, the market aspect is examined through the lens of the entrepreneurs and experts and not the consumers themselves.

The present research explores the why and how furniture companies turn green constituting a useful basis to encourage close collaborations of companies to academia, design and research centers introducing eco-friendly practices and relevant innovations. It contributes to the field of sustainable entrepreneurship and the micro-level understanding of micro- and small companies’ reaction to this phenomenon focussing on the furniture industry. It can act as a catalyst toward the development of extensive networking among the furniture sector in both countries, which assists the diffusion of information as well as of a pertinent culture on eco-products and the development of new business models in the sector.

A major contribution is that it can constitute a useful basis for policy makers at governmental and institutional level in both Greece and Cyprus to propose solutions to critical issues such as sector survival, crisis – survival, unemployment, along with environmental care and awareness. It can further encourage close collaborations of companies to academia, design and research centers for the sustainable development of the sector through eco-friendly practices and relevant innovations.

The research is the first to question the significance of eco-conscious strategies for furniture firms at national level in Greece and Cyprus. It seems that it has indirectly contributed to eco-furniture culture development, since it has caused a fruitful brainstorming among sectoral entrepreneurs and offers solutions to the existing “cul-de-sac.”