Challenges And Motivations Faced By Sustainable Entrepreneurs

Sustainability entrepreneurship and innovation have been gaining momentum and the public is also starting to get aware of this new field of operation with regard to renewable energy products like solar panels and wind turbine. There is still no set definition for sustainability; this will not prove to be a hindrance in understanding the entire concept. Sustainable Entrepreneurs, thus, have to have strong level of motivations in order to solve issues related to sustainability and other challenges they face in launching their new product, especially related to renewable energy. The current work focuses on the motivations and challenges faced by SE with regard to their innovative products with the likes of solar panels and wind turbines.The analysis of the same has been done through5different case studies where it has been established that the overall market is still very new for such products, even in developed countries; hence, Sustainable Entrepreneurs have to understand all the risks before launching such products in the respective markets. Furthermore, aspects of challenges faced by such entrepreneurs have also been evaluated with regard to funding and marketing. Production of solar panels or wind turbines depends upon the motivations of sustainability entrepreneurs and the same has been measured upon through the different case studies. However, it has also been established that it is difficult for these entrepreneurs to break through already perceptions and notions of the consumers in order to make a market for such innovative products. Therefore, the role of innovation has also been discussed in this work Thus, there is a great need to educate consumers about these start ups and such entrepreneurs along with many implicit benefits such companies make in order to increase awareness. The dissertation further highlights the notion of SE typically related to society betterment only-which our case studies highlight is not true since without profit generation, the start ups cannot grow in their respective markets. Thus, the economic gain angle has also been discussed through data analysis. The thesis concludes with a comprehensive analysis of these start ups and their SE in detail to explore the research objectives.