What is it about?

Sustainable entrepreneurs in protected areas face distinctive barriers due to the fragile ecosytems in which they operate. They have to consider community needs, promote/participate in environmental protection and make profit. Strategies they use to do this are unique, and may help inform how to encourage sustainable entrepreneurship in similar sensitive environments.

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Why is it important?

Firstly we identify the distinctive barriers faced by sustainable entrepreneurs operating in fragile ecosystems. Secondly, and more importantly, we outline how they overcame these barriers. The sustainable entrepreneurs built different types of legitimacy (e.g trust, networks and organisational design) using actions akin to activism. Our findings show that the legitimacy building actions of the sustainable entrepreneurs were aimed at overcoming the barriers they faced in this context. In addition, it provides evidence that activism actions can also help sustainable entrepreneurship advance.


This article aims to provide an additional voice for sustainable entrepreneurs in protected areas. It applaudes their agency in overcoming barriers they face, as they strive to deliver social benefits, environmental benefits and economic benefits, at the same time.

Hellen Dawo
Rijksuniversiteit Groningen

Read the Original

This page is a summary of: Sustainable entrepreneurship and legitimacy building in protected areas: Overcoming distinctive barriers through activism, Business Strategy and the Environment, May 2022, Wiley, DOI: 10.1002/bse.3118.
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