Tactics of Sustainable Entrepreneurship: Ways of Operating in the Contested Terrain of Green Architecture

Abstract

This study explores the various tactics sustainable entrepreneurs use to meet the challenges associated with creating social and environmental solutions. Although often theorized as market imperfections, in this study, opportunities are considered as situations that allow things to be done differently within social settings. This approach opens up for research into the everyday practice of sustainable entrepreneurship and how sustainable entrepreneurs strive to find new solutions to counteract ecological degradation. To develop this view, I analyze the different entrepreneurial tactics actors employ to advance green architecture in the Danish construction industry. Rather than place an analytic emphasis on the end result of sustainable entrepreneurship, I suggest that the processes of developing solutions aimed at generating simultaneous economic, social and environmental value might warrant greater attention.