Sustainable entrepreneurship and B Corps

Sustainable entrepreneurship contributes to solving social and environmental problemsthrough the means of successful for-profit businesses. This paper contributes to understandinghow sustainable entrepreneurship is implemented by exploring an emerging newform of business, ‘B Corps’, that employs market tactics to address social and environmentalissues. Through interviewing 14 B Corps, the exploratory research study found that BCorps treat profit as a means to achieve positive societal ends, they regard the B Corp modelas a tool for change, the B Corp model provides a common collective identity for internal andexternal validation, they are focused on societal impact rather than maximizing profits andthey attempt to legitimate this form of sustainable entrepreneurship by influencing the businesscommunity and government officials.