Proceedings of 32nd International Business Research Conference
23 - 25 November, 2015, Rendezvous Hotel, Melbourne, Australia, ISBN: 978-1-922069-89-4
Exploring the Engine of Sustainable Entrepreneurship and
Sustainable Innovation
Shu-Yi Yang* and Chi-Ya Chang**
Small and medium-sized enterprises (SMEs), which dominate the major business
sectors for most developing countries, are facing serious challenges of survival in the
international arena. Despite the challenges, some SMEs strive for sustainable
entrepreneurship (SE) to develop superior sustainable innovation with limited resources.
However, previous studies rarely address how SE of these SMEs is continuously
stimulated and subsequent sustainable innovation is achieved, particularly in developing
countries. To bridge this research gap, this study aims to explore this contradictory
dilemma but fascinating research issue by providing a representative exemplar.
Following the case study methodology literature, this study adopts single-case design
and selects a Taiwanese SME, Hair O‟right International Inc. (O‟right), as a unique case.
O‟right wins the honour of the world‟s greenest hair care producer and his “Tree in the
Bottle” product is awarded as „Best of the Best‟ by Red Dot Design. This study collects
case data via on-site visits, in-depth interviews, CEO speeches, and other sources of
evidence (e.g., 2013 and 2014 CSR report, documentation, and website information)
during the period of July 2012 to October 2015.
Based on the results of the case analysis, this study advances theory and practice by
offering five important findings. First, strategic intent of the CEO plays the role of an
engine in stimulating SE. Second, under the strong power of strategic intent to overcome
various difficulties, the corporate dream of creating sustainable innovation comes true.
Third, green learning capability has been gradually built under the development of SE.
Fourth; green learning capability facilitates stainable innovation that is a corporate
„weapon‟ to compete worldwide. Finally, during the processes of implementing
sustainable innovation, strategic intent has been reinforced. In conclusion, strong
strategic intent plays the key role of an engine in constantly driving sustainable
entrepreneurship that consolidates green learning capability for developing sustainable
innovation.
JEL Codes: M16, O31 and Q56
___________________________________________________________________
*Dr. Shu-Yi Yang, Department of Business and Management, Ming Chi University of Technology, Taiwan,
Email:syyang@mail.mcut.edu.tw
**Dr. Chi-Ya Chang, Department of International Business Administration, Chinese Culture University,
Taiwan, Email:zqy1217@gmail.com