{"id":26,"date":"2025-09-05T06:41:19","date_gmt":"2025-09-05T06:41:19","guid":{"rendered":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/chapter\/1-1-defining-the-core-concepts\/"},"modified":"2026-01-20T02:20:19","modified_gmt":"2026-01-20T02:20:19","slug":"1-1-defining-the-core-concepts","status":"publish","type":"chapter","link":"https:\/\/openbook.ums.edu.my\/sustainablestartup\/chapter\/1-1-defining-the-core-concepts\/","title":{"raw":"Chapter 1: What is Sustainable Entrepreneurship?","rendered":"Chapter 1: What is Sustainable Entrepreneurship?"},"content":{"raw":"
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1.1 Defining the Core Concepts<\/strong><\/h1>\r\n

Sustainable entrepreneurship<\/strong> is business-oriented activity that merges traditional entrepreneurship with a strong concern for environmental and social values. According to Schaltegger and Wagner (2011)<\/strong>, [pb_glossary id=\"339\"]sustainable entrepreneurship[\/pb_glossary] is \"entrepreneurship that focuses on preserving nature, life support, and community while pursuing opportunities to create new products, processes, and services for a gain that includes economic and non-economic benefits to individuals, the economy, and society.\"<\/em><\/p>\r\n

While traditional entrepreneurship is centred on profit-maximization, [pb_glossary id=\"339\"]sustainable entrepreneurship[\/pb_glossary] is focused on creating value in the long-run<\/strong>, for stakeholders, communities, and for the earth. This approach to sustainability considers every aspect of a business, from product design to management and market entry.<\/p>\r\n \r\n

\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Aspect<\/strong><\/td>\r\nTraditional Entrepreneurship<\/strong><\/td>\r\n[pb_glossary id=\"339\"]Sustainable Entrepreneurship[\/pb_glossary]<\/strong><\/td>\r\n<\/tr>\r\n
Primary Goal<\/td>\r\nProfit maximization<\/td>\r\n[pb_glossary id=\"362\"]Triple bottom line[\/pb_glossary]: People, Planet, Profit<\/td>\r\n<\/tr>\r\n
Time Horizon<\/td>\r\nShort to medium-term gains<\/td>\r\nLong-term value creation and resilience<\/td>\r\n<\/tr>\r\n
Innovation Focus<\/td>\r\nMarket trends and customer demand<\/td>\r\nSocial innovation and environmental solutions<\/td>\r\n<\/tr>\r\n
Stakeholder Approach<\/td>\r\nShareholder-centric<\/td>\r\nMulti-stakeholder (employees, community, environment)<\/td>\r\n<\/tr>\r\n
Resource Use<\/td>\r\nLinear: Take, make, dispose<\/td>\r\nCircular: Reuse, recycle, regenerate<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\nImportance of Innovation<\/strong>\r\n