Sustainable Entrepreneurs: How to Propose a Differentiation Strategy Based on Your Venture Mission

Clara Letierce and Marta De Miguel De Blas

Entreprendre & innover, 2022, vol. n° 54, issue 3, 70-85

Abstract: The growing interest in sustainability issues has led to a mushrooming of entrepreneurial projects aimed at having a positive social and environmental impact. While this proliferation legitimizes strategic missions based on sustainability, it also limits their capacity to find an original positioning. This can be problematic, as differentiation is necessary to attract resources and thus achieve a competitive advantage. By applying a qualitative analysis of sustainable entrepreneurial projects in the coffee industry on the Kickstarter platform, this paper aims to study the missions elaborated by entrepreneurs to differentiate their ventures. The results provide a typology of differentiation missions, and thus contribute to a better understanding of sustainable entrepreneurship in practice.

Date: 2022
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