Enacting ‘true business sustainability’ − Market shaping for environmental impact
研究了营利性混合型企业如何通过塑造市场来追求环境目标，而非仅仅将可持续性作为盈利手段，基于欧盟可再生能源原产地保证市场的案例，提出了一个包含六个相互关联过程的企业层面市场塑造模型。
Market-shaping research on firms’ efforts to transform markets for environmental aims is scarce and limited to incumbent actors’ efforts to replace existing technologies with more sustainable alternatives. While important, these studies implicitly adhere to the ‘business case for sustainability’ approach, in which CSR is harnessed to facilitate profitability and competitive advantage. We offer a new perspective by examining market shaping explicitly aimed at inducing environmental impact. Using the lens of for-profit hybrid firms, which enact a ‘true business sustainability’ approach by blending environmental impact goals with commercial objectives, we explore the case of a hybrid shaping an existing EU regulation-born ‘sustainability market’ built around the Guarantees of Origin for renewable electricity. We contribute to the contextual understanding of market shaping for sustainability by presenting a model of firm-level market shaping for environmental impact, unfolding through six intertwined processes inherently connected to the organization’s development.