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Greening Goliaths versus emerging Davids — Theorizing about the role of incumbents and new entrants in sustainable entrepreneurship

Hockerts, Kai, Wüstenhagen, Rolf·2010·Journal of Business Venturing
DOI 10.1016/j.jbusvent.2009.07.005
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Abstract

This paper proposes a model of how incumbents and new entrants engage in sustainable entrepreneurship. We suggest that in the early stages of an industry's sustainability transformation, new entrants ('Emerging Davids') are more likely than incumbents to pursue sustainability-related opportunities. Incumbents react to the activities of new entrants by engaging in corporate sustainable entrepreneurship activities. While these 'Greening Goliaths' are often less ambitious in their environmental and social goals, they may have a broader reach due to their established market presence. This paper analyses the interplay between 'Greening Goliaths' and 'Emerging Davids' and theorizes about how it is their compounded impact that promotes the sustainable transformation of industries.

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Metadata

Authors
Hockerts, K., & Wüstenhagen, R.
Venue
Journal of Business Venturing
Publisher
Elsevier BV
Published
2010-09
Volume
25
Issue
5
Pages
481-492
ISSN
0883-9026 (ISSN-L)
DOI
10.1016/j.jbusvent.2009.07.005
OpenAlex
W2092661867
Cited by
1,389
References
3
FWCI
30.83
Type
journal article
Language
en
Open access
closed
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)

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Hockerts, K., & Wüstenhagen, R. (2010). Greening Goliaths versus emerging Davids — Theorizing about the role of incumbents and new entrants in sustainable entrepreneurship. Journal of Business Venturing. https://doi.org/10.1016/j.jbusvent.2009.07.005

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