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Navigating Market Constraints: Sustainable Startups Driving Transformative Change Through Venture Creation

Year: 2025

Type: article

Abstract: ABSTRACT This paper contributes to venture‐creation research by examining how sustainable startups can overcome market constraints to drive transformative change through their business development. Conceptually, we address this question by identifying venture‐creation narratives in the learning and experimental phases of sustainable startups that contribute to the creation of social, economic, and environmental value. Empirically, we conducted a qualitative case study of sustainable circular economy (CE) startups in Finland. Our findings reveal three overarching categories of entrepreneurial narratives through which CE startups drive transformative change through venture creation. Moreover, two main implications are discussed: a deeper understanding of the integrative approach to venture and business opportunity creation in sustainability transition and a comprehensive view of initiating a sustainable entrepreneurial journey that seeks to transform a linear market.

Source: Business Strategy and the Environment

DOI: 10.1002/bse.70438

Authors: Ville‐Veikko Piispanen, Hanna Lehtimäki, Kaisa Henttonen

Institution: University of Eastern Finland

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Responsible consumption and production, Decent work and economic growth

Open Access status: hybrid

Estimated APC paid: $4,480