Environmental Intrapreneurship for Engaged Sustainability: Challenges and Pitfalls
The chapter explores the philosophy of environmental sustainability from an organizational standpoint. How do organizations push the frontiers of intrapreneurship in their proactive exploration and exploitation of environmental opportunity? Patagonia Inc. is among the most visible and early adopters of environmental intrapreneurship. This company has been engaged in resolving environmental degradation, a key issue that has challenged the business world. The chapter evaluates eight specific measures or programs that are indicative of active environmental intrapreneurship. These relatively new and radical programs range from supply chain logics, technical design standards, funding models, and cooperative networks and alliances with key stakeholders. From an inductive case-based approach, a two-by-two framework of environmental intrapreneurship initiatives is offered that are either intra- or inter-organizational as well as the presence or absence of collaborations. Practical outcomes include deriving guidelines for companies that may benefit from knowing the challenges and pitfalls of engaging in environmental intrapreneurship. Theoretical outcomes include the stimulation of research to build better explanations of engaged sustainability. Pedagogic outcomes include the potential for learning and teaching using decisional heuristics of the environmental intrapreneurship framework.
KeywordsSustainability Intrapreneurship Environmental Sustainability Stakeholder Triple Bottom Line Patagonia Inc. Challenges Pitfalls
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