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Purpose – The purpose of this study is to gain insights into strategies used by entrepreneurs developing radical innovations to influence the system surrounding them. Specific attention is given to determine the differences between environmental-technology entrepreneurs (ETEs) and non-eco radical innovation entrepreneurs.

Methodology/approach – Ten entrepreneurs (five ETEs) in the Dutch greenhouse horticulture sector are selected for this case study. Their motivations and strategic actions are determined through interviews. The results are analysed using an innovation system function approach.

Findings – Radical innovations in the sector encounter barriers due to the lack of relevant knowledge and subsidies that support the old system. To overcome this, the studied entrepreneurs focus their strategies on building new innovation systems. Interestingly, ETEs receive more governmental support and try to improve the sector as a whole. However, sustainability alone is not enough to create added value.

Social implications – Policy makers can provide better support for radical innovations by increasing the availability of relevant knowledge and creating a level playing field. Alternatively, they can present these pioneering entrepreneurs as examples for others to follow. Sustainability has been important in the sector for some time, but until now has not changed the nature of business.

Originality/value of paper – In innovation systems research, the micro-level actions of entrepreneurs have not received much attention. Furthermore, the insights regarding motivations and strategies of radical innovation entrepreneurs in the context of a mature system are novel. Finally, the results regarding barriers for ETEs are an original addition to the theory of barriers for eco-innovations.

In The Great Derangement, the Indian writer Amitav Ghosh examines the present inability to understand and represent the scale and violence of the environmental crisis. The book is a passionate awakening call for collective action to drive change, with Ghosh clearly identifying the limits of the present framework of values, which inhibits politicians, industrialists and economists from moving towards a truly sustainable civilization. In the Anthropocene, non-human and post-human factors are raising questions about the concept of a silent Nature that can be domesticated for human advantage and the perspective of continuous progress – both of which have dominated the modern age. Nevertheless, the detailed scientific analysis of the violation of the planet’s limited capacities continues to be refuted, triggering irrational, short-term utilitarian behaviours which are preventing the fundamental changes required for the transition to sustainable development. Artists, philosophers and writers can play an invaluable role in reframing our ways of thinking, filling the gap between scientific knowledge and emotional perception. Pioneering artistic experiments are appearing all over the world, from both well-established and emerging artists, and through collective processes, and this cultural movement is setting the scene for a new wave of eco-entrepreneurs driven by the altruistic mission of saving the planet. As has happened in many previous crises, it is again in the hands of artists to redefine how we perceive ourselves and so to support the emergence of new ideas, new learning, and finally to shape society and the economy around a renewed sense of the future for humankind on Earth.

This paper describes how “pre-market activities” shape the competitive context. Such activities are neglected in both empirical and conceptual studies of strategic management scholars. Thus, pre-market activities have not yet been covered in the concept of the “competitive context.” Pre-market activities let firms collaboratively prepare for industry transition; firms also collaborate in standard-setting and gathering a shared view of future competition. Therefore, pre-market activities also shape next technologies’ business ecosystems where product offerings are systemic in their very nature. The author takes a Hayek–Schumpeterian economic perspective. In other words, markets are taken as the processes of making, integrating, searching, and destructing knowledge. Such a perspective is applied to competence-based theory because competences are built on knowledge in a broad sense.

This chapter covers intrapreneurship, ecopreneurship, and digitalization, and presents qualitative research findings on eco-innovations and digitalization in Slovenia. Eco-innovations and digitalization are important aspects of intrapreneurship and the performance of existing companies. Practices of the participating company in circular economy and eco-innovations and digitalization are presented and discussed.

This chapter introduces the volume’s theme by describing the challenges of sustainability in the agri-food industry and the critical role of agri-food supply chains. Following a description of traditional and sustainable supply chain management practices, we discuss the likely characteristics of sustainability-oriented innovations and how organizations pursuing higher levels of economic, social, and environmental performance will need to adapt their capabilities.

Drawing on the emerging concepts and practices from sustainable supply chain management as well as traditional and emerging concepts from innovation, we develop general propositions and expectations about how organizations might address sustainable effectiveness in their supply chains. The importance of the agri-food industry to all three pillars of sustainable effectiveness and predictions about the inability to feed future populations gives the discussion a certain urgency.

Sustainability-oriented innovations in the agri-food supply chain are different from traditional innovations. We develop propositions regarding the driving motivations, their nature and scope (i.e., more radical and systemic than incremental and focused), and the importance of a multi-stakeholder approach. The 10 cases presented in the volume are summarized.

This chapter compares and discusses the 10 sustainability-oriented food supply chain innovations described in the previous chapters. Our purpose is to address and reflect on the questions and challenges introduced in the first chapter.

The cases are first analyzed in terms of the extent to which the innovations were motivated and impacted the social, environmental, and economic dimensions of sustainability. The various sustainable food supply chain practices adopted are compared. The third section explores the innovation strategies used in the cases, including the type of strategy, the breadth and level of innovativeness of the strategy, the governance approach, and the extent of capability development required. The final section presents our conclusions.

The results suggest that to become truly sustainable, companies need to adopt a broad set of practices that address all three dimensions of sustainability, and develop strategies to make the sustainability-oriented innovation economically viable. The more radical and systemic the innovation, the more difficult it is to generate these outcomes.

The chapter discusses the conditions under which a transport small and medium-sized enterprise (SME) engages in strategic corporate social responsibility (CSR) and how complex new technology might be adopted.

The chapter is based on the case study of a transport SME engaging into greening its transport activity with electric trucks.

The case study gives an insight into adoption conditions of radical new technology by an SME where collective adoption is required to make the new system efficient. It suggests that an industry leader undergoes the trial stage to favour later infusion of the innovation across the given industry. It is also shown that strategic CSR from SMEs is hampered by the complex setting into which new technologies are embedded.

Environmental concerns engage companies in important technological changes. In order to set up their strategy, SMEs should get involved in professional organizations within their industry and across industries, to benefit from information and ultimately to facilitate adoption where multi-user adoption is a key technology characteristic.

The work introduces the challenges of transition economy and new technology adoption in the prospect of greening transport activities. It shows the eco-systemic nature of ongoing changes and the necessity for SMEs to network within and across industries.

Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for innovation. However, in the current scenario of technological dynamism, firms are exploring multiple sources to generate ideas for innovation. Therefore, there is a need to understand the relative effect of various sources of innovations on a firm’s performance.

We offer a conceptual framework where we identify six distinct sources of innovations – firm, customers, external network, competition, macro-environment, and technology and how they create value for focal firms especially their brand equity. We introduce a taxonomy of various costs and benefits related to innovations. We then argue using our proposed taxonomy to understand the relative strengths of various sources of innovation affecting a firm’s brand equity.

We discuss and compare the relative effects of these sources of innovations on a firm’s brand equity by rank-ordering the sources. The customers and the technology as a source of innovation have the maximum impact on the firm’s brand equity followed by the marginal impact of macro-environment and external network of a firm. The firm itself has a moderate impact on its brand equity, while competition has the minimal impact. Further, we also discuss how the relationship is moderated by different innovation characteristics (nature and type of innovations).

The main practical implication is to create awareness among managers about various costs and benefits of the proposed six sources of innovations and their effects on brand equity. Managers would be able to prioritize their sources of innovation based on firms’ current needs, and whether to focus on lower costs or building higher brand equity in the scarce resource environment.

We offer a comprehensive list of six sources of innovation, build a conceptual framework wherein we discuss the relative strengths of these sources affecting brand equity.

In the 1930s, chlorofluorocarbons (CFCs) were developed as safe, non-reactive alternatives to toxic and explosive refrigerants and propellants such as ammonia, chloromethane, and sulfur dioxide. American engineer Thomas Midgley famously demonstrated these properties by inhaling Freon (CFC-12) and blowing out a candle with it. He was presented with many awards for his discoveries, such as the Perkin, Priestley, and William Gibbs medals. In today's jargon, CFCs might have been called an eco-innovation, because they provided solutions to several environmental issues. However, CFCs solved environmental problems by creating others. In 1974, Sherwood Rowland and Mario Molina published their pathbreaking research that demonstrated CFCs were depleting the ozone layer. In 1989, the Montreal Protocol, which regulates a global phaseout of CFCs, entered into force. A few years later, in 1995, Rowland and Molina received the Nobel Price in Chemistry. The new substitutes for CFCs, hydrofluorocarbons (HFCs), have no known effects on the ozone layer but are extremely potent greenhouse gases (GHGs) and thus subject to the Kyoto Protocol.