Understanding the role of sustainability in social ventures

Case study methodology is used to investigate two small alternative (SAFs) fashion enterprises located in Fort Worth, Texas, U.S.A., that have identified environmental and social sustainability as key elements to compete and to survive in the market. Data sources included personal interviews, reviews of websites, personal observations and examination of products. A purposeful sample of two local companies, both which identify themselves as sustainable social ventures, were selected for the case study. Given the exploratory nature of this study, the research is based on the definition by Yin (2003), a case study “investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident”. The business model presented in the Caniato, Cardi, Crippa and Moretta (2011) research is used as a framework for investigating practices and measurable performance used by the two small alternative firms. These include drivers, as adapted from De Brito et al (2008); practices, classified according to a three-dimensional framework identified by Fine (1998); and performance indicators based on the criteria that companies are trying to improve through the adoption of sustainable practices.