The Dilemma of Incumbents in Sustainability Transitions: A Narrative Approach
Abstract
In the context of the larger sustainability discourse, “sufficiency” is beginning to emerge as a new value throughout Western societies, and the question asked in this article is: Can we observe and conceptually identify opportunities to link successful business strategies of incumbents to principles of sufficiency? Thus, how feasible is sustainable entrepreneurship for incumbents? In this paper, a conceptual approach is developed combining insights from sociology, transition research, management and sustainable entrepreneurship research with a focus on narratives as a translation mechanism in situations where tensions emerge between corporate narratives and unexpected societal trends, e.g., the emergence of sufficient lifestyles. It will be shown that even though these are still a niche phenomenon, a focus on corporate narratives is an important element in understanding the role of incumbents in transitions to sustainability.
Keywords
Technology (General)
Technology
environmental sciences
business
economics as a science
nutrition. foods and food supply
manufactures
agriculture
social sciences
urban groups. the city. urban sociology
management. industrial management
regional planning
home economics
geography. anthropology. recreation
recreation. leisure
human ecology. anthropogeography
communities. classes. races
political institutions and public administration (general)
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93003
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