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Focusing on the two ‘ecos’in ecopreneurship : how ecopreneurial hybrid firms implement ecological and economic logics to solve environmental challenges

Ardby, Madeleine
Master thesis
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http://hdl.handle.net/11250/2560675
Utgivelsesdato
2018
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  • Master Thesis [3748]
Sammendrag
The pressure that humanity is putting on the natural environment is causing serious challenges,

such as overuse of natural resources and climate change. There is a growing recognition that

businesses have to be more responsible, however this often stops at insufficient win-win

actions. More focus on solution-oriented business practices is needed for continued economic

development without putting our planet at risk.

The object of this paper is to outline how ecological and economic logics can exist within the

same firms and by that create a better understanding of how truly sustainable businesses

function. To meet the objective, need the ecopreneurial firm is studied, which has as a mission

to both solve an environmental problem and be a financially viable business. I conduct an

exploratory multiple case-study, which gives an in-depth understanding of how the two

traditionally conflicting institutional logics can exist within the same business.

The findings show that the commitment to institutional pluralism is in some respects generative

and in others the commitment creates complexity, which is mainly created by the field. The

findings identify a set of strategic actions taken within the business and suggest three kinds of

business model solutions; process, purpose and product solver. The study also highlights that

the ecopreneurs actively work to affect their field by increasing institutional complexity within

the field by making ecological logics more salient and by being the solution to the complexity.

The research contributes to two streams of literature. It contributes to ecopreneurial literature

through the inclusion of institutional theory, resulting in a broader understanding of the

ecopreneurial business and its interaction with the surroundings. Within the institutional

literature the study of hybridity gives a more diverse understanding of institutional pluralism

and complexity and the implementation of dual logics. The intention is to put current and future

ecopreneurs, decision makers and academia in a better position for creating a sustainable future.

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