Lectures Sustainable Entrepreneurship
Table of Contents
Week 1 .................................................................................................................................... 2
Green Goliaths .............................................................................................................................................. 2
SBM Archetypes Part 1.................................................................................................................................. 9
SBM Archetypes Part 2................................................................................................................................ 13
Week 2 .................................................................................................................................. 19
York_Venkataraman .................................................................................................................................... 19
Green Prison................................................................................................................................................ 25
Week 3 .................................................................................................................................. 31
Velter Bitzer Bocken Kemp.......................................................................................................................... 31
Freudenreich et al 2019 .............................................................................................................................. 37
Week 4 .................................................................................................................................. 43
Parrish ......................................................................................................................................................... 43
York Oneil Sarasvathy ................................................................................................................................. 48
Lyons Kickul ................................................................................................................................................. 52
Week 5 .................................................................................................................................. 59
Kirchherr 9R model ..................................................................................................................................... 59
Carillo-Hermosilla ........................................................................................................................................ 62
Braungart McDonough ................................................................................................................................ 68
Ellen MacArthur report ............................................................................................................................... 72
Week 6 .................................................................................................................................. 76
Schaltegger .................................................................................................................................................. 76
Klewitz & Hansen ........................................................................................................................................ 84
1
,Week 1
Green Goliaths
Article Greening Goliaths versus Emerging Davids – Theorizing about the role of incumbents
and new entrants in sustainable Entrepreneurship - Hockerts, K. and Wüstenhagen, R.
(2010).
Greening Goliaths versus Ermerging Davids model
Both are moving to the sustainability of an industry
Contribution
This paper analyses the interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ and
theorizes how it is their compounded impact (when they work together, the impact
together) that promotes the sustainable transformation of industries.
Part 1: Greening Goliaths versus Emerging Davids → how are they defined
In the article, firms are divided into 2 categories:
- Greening Goliaths represent larger incumbent firms using incremental innovation to
bring about sustainable development. → incumbent firms are the giants of the
industry, they are very successful in competing and they use incremental innovation
when looking at moving to sustainability.
- Emerging Davids are start-up and young companies introducing disruptive
innovations → these are young companies, they come up with new ideas which
tackle problems
Both can play a role in contributing towards sustainable transformation but they do so in
different ways (they have a different starting position)
For future success the interaction of the two types is needed
Characterstics of Davids and Goliaths
2
,Economic objective dominating → means they are in it for the money/ for the shareholder
value. They have the intent to grow. They are very good at and focus on reducing their cots
price (produce large volumes)
Davids often don’t have shareholders and are certainty not listed in the stock market. The
owner decides what is important
Incremental and disruptive innovation
Innovations can be disruptive or incremental
According to Hockerts & Wüstenhagen only Davids introducing disruptive innovations can
be classified as demonstrating sustainable entrepreneurship
Van het internet: → (The term “incremental innovation” refers to a series of small
improvements made to a company's existing products or services.)
Quiz – radical and incremental innovations
3
, The article of Hockerts & Wüstenhagen (2010) does not explicitly define what incremental
or radical means. Fill out the table based on what you know about this.
Example:
Part 2: Co-evolution
Greening Goliaths versus Emerging Davids
Co-evolution
‘’Sustainable transformation of an industry when both start-
ups and incumbents influence each other in the market in
the move to sustainability’’
What do the authors say about this? The authors argue that:
- Incremental solutions will not be enough to maintain critical levels of natural and
social capital
- Sustainable entrepreneurship has a role to play
- There is a need for transformational change
Definition of sustainable entrepreneurship:
‘’The discovery and exploitation of economic opportunities through the generation of market
disequilibria that initiate the transformation of a sector towards an environmentally and
socially more sustainable state.’’
Internet: Disequilibrium is a situation where internal and/or external forces prevent
market equilibrium from being reached or cause the market to fall out of balance.
4
Table of Contents
Week 1 .................................................................................................................................... 2
Green Goliaths .............................................................................................................................................. 2
SBM Archetypes Part 1.................................................................................................................................. 9
SBM Archetypes Part 2................................................................................................................................ 13
Week 2 .................................................................................................................................. 19
York_Venkataraman .................................................................................................................................... 19
Green Prison................................................................................................................................................ 25
Week 3 .................................................................................................................................. 31
Velter Bitzer Bocken Kemp.......................................................................................................................... 31
Freudenreich et al 2019 .............................................................................................................................. 37
Week 4 .................................................................................................................................. 43
Parrish ......................................................................................................................................................... 43
York Oneil Sarasvathy ................................................................................................................................. 48
Lyons Kickul ................................................................................................................................................. 52
Week 5 .................................................................................................................................. 59
Kirchherr 9R model ..................................................................................................................................... 59
Carillo-Hermosilla ........................................................................................................................................ 62
Braungart McDonough ................................................................................................................................ 68
Ellen MacArthur report ............................................................................................................................... 72
Week 6 .................................................................................................................................. 76
Schaltegger .................................................................................................................................................. 76
Klewitz & Hansen ........................................................................................................................................ 84
1
,Week 1
Green Goliaths
Article Greening Goliaths versus Emerging Davids – Theorizing about the role of incumbents
and new entrants in sustainable Entrepreneurship - Hockerts, K. and Wüstenhagen, R.
(2010).
Greening Goliaths versus Ermerging Davids model
Both are moving to the sustainability of an industry
Contribution
This paper analyses the interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ and
theorizes how it is their compounded impact (when they work together, the impact
together) that promotes the sustainable transformation of industries.
Part 1: Greening Goliaths versus Emerging Davids → how are they defined
In the article, firms are divided into 2 categories:
- Greening Goliaths represent larger incumbent firms using incremental innovation to
bring about sustainable development. → incumbent firms are the giants of the
industry, they are very successful in competing and they use incremental innovation
when looking at moving to sustainability.
- Emerging Davids are start-up and young companies introducing disruptive
innovations → these are young companies, they come up with new ideas which
tackle problems
Both can play a role in contributing towards sustainable transformation but they do so in
different ways (they have a different starting position)
For future success the interaction of the two types is needed
Characterstics of Davids and Goliaths
2
,Economic objective dominating → means they are in it for the money/ for the shareholder
value. They have the intent to grow. They are very good at and focus on reducing their cots
price (produce large volumes)
Davids often don’t have shareholders and are certainty not listed in the stock market. The
owner decides what is important
Incremental and disruptive innovation
Innovations can be disruptive or incremental
According to Hockerts & Wüstenhagen only Davids introducing disruptive innovations can
be classified as demonstrating sustainable entrepreneurship
Van het internet: → (The term “incremental innovation” refers to a series of small
improvements made to a company's existing products or services.)
Quiz – radical and incremental innovations
3
, The article of Hockerts & Wüstenhagen (2010) does not explicitly define what incremental
or radical means. Fill out the table based on what you know about this.
Example:
Part 2: Co-evolution
Greening Goliaths versus Emerging Davids
Co-evolution
‘’Sustainable transformation of an industry when both start-
ups and incumbents influence each other in the market in
the move to sustainability’’
What do the authors say about this? The authors argue that:
- Incremental solutions will not be enough to maintain critical levels of natural and
social capital
- Sustainable entrepreneurship has a role to play
- There is a need for transformational change
Definition of sustainable entrepreneurship:
‘’The discovery and exploitation of economic opportunities through the generation of market
disequilibria that initiate the transformation of a sector towards an environmentally and
socially more sustainable state.’’
Internet: Disequilibrium is a situation where internal and/or external forces prevent
market equilibrium from being reached or cause the market to fall out of balance.
4
