EXPLORING PILLARS OF SUSTAINABLE ENTREPRENEURSHIP …

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EXPLORING PILLARS OF SUSTAINABLE ENTREPRENEURSHIP AMONG SMALL AND MEDIUM ENTERPRISEs FOR SUSTAINABLE DEVELOPMENT IN KENYA

Lucy Maina Kiganane The Co-operative University of Kenya

Email: [email protected]

ABSTRACT The contribution of Sustainable Entrepreneurship (SE) to the economic progression of African has been somehow undermined. However, it is important to note that there has been a remarkable change through Small and Medium Enterprises (SMEs) engaging in SE in the African region. The pursuit of Sustainable Development (SD) in Kenya is evident in several policy documents and lately Presidents Kenyatta’s big four agenda. This paper aimed at exploring pillars of SE among SMEs for SD. The study was anchored on, Schumpeter’s Theory of economic development and Bocken et,al.,’s business model of sustainability. It engaged Systematic Literature Review (SLR) where 12 relevant and reliable documents with convergent views were summarized, synthesized, analysed and interpreted. Content analysis method was employed to qualitatively analyse data and determine correlations that enabled understanding and interpretation of meaning and pillars of SE among SMEs. Results revealed that there is no universal definition of SE to date and that different scholars perceive pillars of SE as well as the relationship between SE and SD differently. Most studies indicated that there is a correlation between SE founded upon three key pillars (social, environmental and economic) and SD. Results indicated that the environmental pillar is the most important (83%) followed by social (58%) and economic pillar (47%) in contributing to SD. The study proposes a more comprehensive definition of SE and postulates a new SE model consisting of six pillars: environmental, economic, social, cultural, innovation and skilled entrepreneur. The findings of this study are paramount for devising ways of enhancing SE among SMEs aimed at promoting SD. Keywords: Pillars, Sustainable Entrepreneurship, SMEs Paper type: Research paper Type of Review: Peer Review

1. INTRODUCTION

The concept of Sustainable Development (SD) concept has steadily gained popularity worldwide and is

increasingly getting identified as central for economic development not only among economists but also in many

development documents in many Nations. Sustainable entrepreneurship is now attracting the attention of many

scholars and is increasingly being recognised globally as the mantra and driver of SD (Schaltegger and Wagner,

2011). Many nations have started recognising it as the engine for innovations towards sustainable products,

services, methods, procedures and processes and ultimately SD. Sustainable entrepreneurs are unique in that they

are alert, innovative and aim at achieving environmental, social and economic goals with their entrepreneurial

activities.

SD in Kenya is traced back to 1963 when it attained independence and heightened its focus to eradication of

hunger, illiteracy and diseases (Kenya Ministry of Planning and National Development, 2007). The Kenyan

government has created an enabling environment for businesses to align their sustainability activities with the

nation’s priorities. Session paper No. 1 of 1965 set the stage for prioritization of sustainable development in Kenya

among other policy document including The Economic Recovery Strategy for Wealth and Employment Creation

(ERS); and Kenya’s development blueprint Vision 2030. More weight on the need for sustainable development in

Kenya is locked in Presidents Kenyatta’s declaration of the big four areas of concern as he assumed his 2nd term in

East African Journal of Social and Applied Sciences (EAJ-SAS) Vol.2, No.2 Publication Date: October 20, 2020

ISSN: (Online) 2714-2051, (Print) 0856-9681

The current issue and full text archive of this journal is available at: http//www.mocu.ac.tz

Cite this article as: Kiganane, L. M. (2020). Exploring pillars of sustainable entrepreneurship among SMEs for

sustainable development in Kenya, East African Journal of Social and Applied Sciences, 2(2), 243-251.

mailto:[email protected]

Kiganane, L. M. (2020). Exploring pillars of sustainable entrepreneurship among SMEs for sustainable development in Kenya , East African Journal of

Social and Applied Sciences, 2(2),105-114.

The East African Journal of Social and Applied Sciences [EAJ-SAS] Vol. 2, Issue 2, 2020 244

office. Sustainable entrepreneurs and sustainability managers are substantially shaping markets and society with

their actions and behaviour (Racelis, 2014). Some researchers like Dyllick & Hockerts, (2002); and Young & Tilley,

(2006) have argued that sustainable enterprises have to go beyond the entrepreneurial venture and incorporate

economic, eco-and socio-efficiency for holistic performance. The study aimed at consolidating: meaning of

sustainable entrepreneurship, the pillars of sustainable entrepreneurship among SMES and perceived influence of

sustainable entrepreneurship among SMEs on SD.

Different scholars as can be seen in Annex (1) define SE differently. There is need to understand and harmonise its

meaning, the pillars on which the concept is anchored, processes and consequences of sustainable entrepreneurial

actions that impact on sustainable economic development. In spite of the realisation of its importance, it is also not

clear why the concept of SE has not fully taken root among SMEs. The emphasis of sustainable Entrepreneurship is

that all business activities should lead to sustainable development (Schaltegger & Wagner, 2008). For Small and

Medium sized Enterprises (SMEs), SE is about carrying out business practices that are sustainable through

innovation and creating value entrepreneurship that lead to environmental preservation, social and economic

stability. Graham postulates that the concept of SE has changed the way people perceive entrepreneurial activities

(Graham, 2010). In spite of researchers suggesting the integration of SE in business practices so as to contribute to

SD (Tilley & Young, 2009; Parrish, 2010), different scholar’s understanding of the concept of SE, its pillars and its

perceived influence on SD are different. Scholars posit that SE is still an emerging area of study (Binder and Belz,

2015). The study aims to identify, appraise and synthesize the meaning and pillars of SE. Different scholar’s

postulates influence of economic, environmental and social dimensions on the sustainability orientation of SMEs

and consequently on SD differently. Although a number of researches in this area have increased dramatically in

recent times, the pillars of SE are still not very clear. This study helped to establish correlations across different

studies to draw meaning and conclusions about the concept and hence closed the gap across this complex concept.

2. LITERATURE REVIEW

The method of systematic review of literature is widely accepted as an authentic study method since the 1990s and

indeed has become popular in conducting research in many fields of studies. This section gives a systematic review

of literature by first theoretically anchoring the study. In this study, 12 articles published between 2004 and 2018

were reviewed.

2.1 Theoretical Review

The concept of economic development can be traced back to 1972 when Schumpeter published the Theory of

Economic development. He reckoned that the entrepreneur propelled economic change through introduction of

innovations that bring about creative destruction (Schumpeter, 1942). He propounded that the entrepreneur is the

engine of economic growth and development. Under this theory the occurrence of discontinuous and

“revolutionary” change is viewed as the core of “economic development” since it destructs the equilibrium state of

the venture and sets the economy on a dynamic mode. The “creative destruction” concept advocates for the

destruction of the long-standing business models, organisations and structures among SMES.

The SD concept dates back to 1972 when it was introduced in the first global environmental conference organised

by the United Nations. Its first foundational definition featured in Brundtland Report of 1987 as a “development

that meets the needs of the present without compromising the ability of future generations to meet their own

needs”. The definition of 17 SDGs by the United Nations served as a spring board for the Agenda 2030 for SD.

SMEs are being challenged to redefine their core business toward sustainable business models (Ritala, et al., 2018).




Figure 1: Adopted from Ritala, et al., (2018) based on Bocken, et al., (2014), (2016) and Lüdeke-Freund, et al., (2016)

2.2 Sustainable Entrepreneurship

In this section the study systematically reviewed relevant studies aimed at identifying, appraising and synthesizing

the meaning of SE, the pillars of SE and consequent influence on SD. Systematic literature review method was

engaged where a total of 12 secondary documents published between years 2004 and 2018 (Annex-1) were

systematically reviewed to seek understanding and inference on meaning of SE and its pillars as perceived by

SMEs as well as influence of SE on SD.

SD is globally and gradually being seen as the catalyst of economic development. Graham, (2010) postulates that

the development of SE has changed perceptions of undertaking business operations due to their effect on the

environment. Studies have emphasized the importance of ensuring that sustainability aspect is incorporated in

management and business practices among entrepreneurs to contribute to SD (Parrish, 2010; Tilley & Young, 2009).

In his study, Hall et al., (2010) cites entrepreneurship as a significant conduit for sustainable products, processes

and procedures.

There has not been a universally accepted definition of SE over the years (Koe et al., 2017). Scholars have

propounded varying definitions of SE; majority revolve around the fundamental principles of sustainability. This

section undertook to review the most outstanding and relevant definition of this concept. Concurrence and

parallels to the definition of this concept with regard to the fundamental principles of sustainability were explored

given that SE is a key building block to SD. The study reviewed definitions of SE form 12 secondary studies

(Annex1) aimed at drawing parallels, concurrence and the fundamental elements in all definitions. A study on

factors Influencing SD in SMEs by Hosseininia and Ramezani (2016), indicated that the key pillars for SE were

social and environmental. Results of a study undertaken by Choongo et al., (2016) indicated that social or natural

environment awareness and perception of the likely threat to the environment do not necessarily trigger

identification of sustainable opportunities.

Bell and Stellingwerf (2012), indicated that SD is influenced by three key pillars of SE namely; environmental,

economic and socio-political sustainability. They advocate for a holistic business model where entrepreneurs

integrate environmental, economic and social sustainability building blocks. Filser (2011) undertook a study on

entrepreneurship as catalyst for SD outlining how SD influences entrepreneurial activities. Results revealed that

“there seems to be a preoccupation with the features of sustainable entrepreneurs and their potential to act as

catalysts for SD.

Crals and Vereek (2004) in their study on SE defined it as” the continuing commitment by business to behave

ethically and contribute to economic development, while improving the quality of life of the workforce and their

families as well as of the local community and society at large, or simply as business that takes into account the 3

Ps: people, planet, and profits”. He postulates that other elements that are key to sustainability include captivating

a positive image; motivated personnel; cost efficiency; risk containment; and, market opportunities.

Majid, Kamaludin, Saad & Aziz, (2012) defined SE as “sustainability-driven entrepreneurship”, they pointed out

that many SE scholars have focused on “environmental entrepreneurship” including Cohen and Winn, (2007);

Dean and McMullen, (2007); Dixon and Clifford, (2007); Schlange, (2006). However, the study noted that SE is




mainly about the main issue of “what entrepreneurs can do in preserving economics, environment, social and

culture, in entrepreneurial ways”. This study defines SE as “a process in which entrepreneurs exploit the

opportunities in an innovative manner for economic gains, society equity, environmental quality and cultural

preservation on an equal footing”. It indicates that economic, social, environmental and cultural are the main

components but commitment from the innovative entrepreneurs is also paramount in ensuring change in their

businesses, processes or products for sustainability.

According to Schaltegger & Wagner (2008), SE is a new concept that connects entrepreneurial activities to SD. In

their study on SE and Sustainability Innovation, Schaltegger and Wagner (2011), described SE as “the realization of

sustainability innovations aimed at the mass market and the provision of benefit to the larger part of society”.

Benefit products and services is not limited to start-ups. The study defines SE more widely as “an innovative,

market-oriented and personality driven form of creating economic and societal value by means of break-through

environmentally or socially beneficial market or institutional innovations”.

Shepherd and Patzelt (2011) defined SE as “the focus on the preservation of nature, life support, and community in

the pursuit of perceived opportunities to bring into existence future products, processes, and services for economic

and non-economic gains to individuals, the economy, and society”. This study focused on “what is to be sustained”

and “what is to be developed”. Other scholars construe this definition include economic gains to individuals, the

economy, and society (Hockerts and Wüstenhagen, 2010; Pacheco et al., 2010; Shepherd and Patzelt, 2011).

Hockerts &Wüstenhagen, (2010) contend that entrepreneurship based SMEs contribute immensely to the SD of an

economy.

According to Choi & Gray, (2008), sustainable entrepreneurs engage in continual improvement of their products

and services while taking cognizance of the environmental and social impact. They assert that “Sustainable

Entrepreneurs create profitable enterprises, but also achieve environmental and social objectives”. Dean and

McMullen (2007) alleged that “market failures represent opportunities for simultaneously achieving profitability

while reducing environmentally degrading economic behaviours”.

2.3 Conceptual Framework

Figure 1: Conceptual SE framework

Scholars (Elkington, 2004; Crals and Vereeck, 2004; Tilley and Young, 2009; Richomme-Huet and De Freyman,

2011) over the years, postulated that SE should lay emphasis on economic viability, environmental preservation

and social development. This study undertakes to determine the relationship between the three pillars of SE and

the competitiveness of SMEs and consequently their contribution to SD.

3. METHODOLOGY

The study sought to investigate Pillars of SE among SMEs for sustainable economic development. This section

depicts the application of SLR to collect, summarize, synthesize, analyse and interpret data. The study employed a




descriptive method where in-depth systematic review of literature on SE and SD from 2004 to 2018 aimed at

determining the meaning and pillars of SE among SMEs was undertaken. In the last two decades SLR has proved

itself as an efficient and reliable method for identifying, appraising and synthesizing data through a clear replicable

process (Petticrew and Roberts, 2006). A total of 12 purposively selected relevant and convergent articles were

identified, summarized and all relevant data synthesized, analysed and interpreted. The unit of analysis is the

understanding the meaning of SE by different researchers and the correlation of its pillars.

4. FINDINGS AND DISCUSSIONS

This paper reviewed literature to identify critical gaps in the field of SE with the aim of arriving not only a holistic

definition of SE but also a new framework of pillars that are the building blocks of SE. This section presents the

synthesis of the data that was drawn from the twelve articles reviewed based on meaning of and Pillars of SE that

make SMEs competitive and so contribute to SD. Thematic data analysis method was employed where two themes

summarized meaning and pillars of SE (see Annex1) were adopted in this case

4.1 Definition of sustainable Development

The literature reviewed (Annex1) explored the definitions of SE as presented in Annex (1) to provide a valuable

overview of the building blocks of the concept that has developed over the years 2004 to 2018. The convergence in

the definitions reviewed is the emphasis on need for innovation, continual improvement of processes, products/

services and methods which is in tandem with Schumpeter’s theory of “constructive destruction”. This is aimed at

creating value that benefits the society through opportunity and impact creation. Another outstanding

commonality in the definition is the emphasis on discovery and exploitation of economic and social benefits for

sustainable societal values and ultimate impact of quality life. Common ground in these definitions stress the

aspect of sustainability in terms of longevity, assurance of long-lasting goods, values or services and with future

generation in mind.

As it can be seen, some studies do not have their own original definition of the term SD but have referred to

previous studies. However, there are some two definitions that seemed to be quite comprehensive. Majid,

Kamaludin, Saad & Aziz, (2012) defined SE as “a process in which entrepreneurs exploit the opportunities in an

innovative manner for economic gains, society equity, environmental quality and cultural preservation on an

equal footing” and Hockerts &Wüstenhagen (2010) somehow solidifies the definition of SE as “The discovery and

exploitation of economic opportunities through the generation of market disequilibria that initiate the

transformation of a sector towards an environmentally and socially more sustainable state” These two definitions

are in tandem with Pacheco et al. (2010) , who defined sustainable entrepreneurship as the “discovery, creation,

evaluation, and exploitation of opportunities to create future goods and services consistent with the SD goals”.

Dean and McMullen (2007) emphasizes on discovery and exploitation as the core of SE. These definitions are

consistent with those of Cohen and Winn, (2007), who assert that specific market failures are the springboards for

sustainable entrepreneurial activities that lead to the realization of social objectives and environmental

improvements.

It is evident that SE strives to create long lasting value that is of great benefit to the society as it creates

opportunities. This study combines valuable elements from previous studies to provide a fundamental definition

of SE as “the process of discovering, evaluating, and exploiting economic opportunities innovatively through the

generation of market disequilibria that initiate the transformation of an enterprise towards economic gains, society

equity, environmental quality and cultural preservation for sustainability”

4.2 Pillars of Sustainable Development

The field of SE is still emerging and as such its conceptualisation, and definitions are unclear (Shepherd &Patzelt,

2011 Hockerts and Wüstenhagen 2010). As it can be seen in Annex (1) different scholars have provided different

pillars of SD. Crals and Vereeck (2005) clearly allege that skilled personnel, suppliers, customers among others are

key drivers of SE. Shepherd and Patzelt (2011), contend that gains, social and environmental aspects are important

building blocks of SE. This is enough proof that enterprise profit is not only very important to sustain the business

but can be reinvested for its growth and sustainability. Hockerts and Wüstenhagen (2010), argue that most start-

ups focus on one single environmental or social issue for which they try to excel while balancing economic health




(profit), social equity (people) and environmental resilience through entrepreneurial behaviour (Hockerts &

Wüstenhagen, 2010).

The findings of Schaltegger & Wagner (2011) indicate that small and young firms are better at integrating

environmental and social elements as well as skilled entrepreneurs into business objectives that promote

sustainability. Crals &Vereek, (2005) posits that no enterprise operates in isolation, its business operations must be

embedded in an economic, social, cultural and ecological environment. Majid and Koe‘s new model of SE

incorporates economic, social, environmental, and cultural domains. Dean and McMullen (2007) compares broader

concept of SE to environmental and social entrepreneurship. They explain that mission-driven entrepreneurs

address the social dimension whereas sustainable entrepreneurs address environmental problems together with

the profit.

Filser (2011) posits that SE encompasses both environmental and social objectives. Bell and Stellingwerf (2012),

define SE as “Start-ups that introduce an innovation, with the aim to solve a sustainability-related market failure,

which initiates the transformation of an industry towards sustainability”. This study brings in the element of

innovation. According to them pillars of sustainable entrepreneurship include Environmental, Economic, Socio-

political and Innovation. Gholamhosse Hosseininia and Ali Ramezani (2016), have no definite definition of SE.

They argue that pillars of SE go beyond environmental, economic, and social. It also encompasses the entrepreneur,

customer orientation and human resource. Entrepreneur’s propensity for SE is very key since he/she is the driver.

This is in consistent with a study carried out by Koe, Omar and Sa’ari (2015), which revealed that the attitude and

perception of the entrepreneur is key in influencing a person’s level of propensity to SE.

Considering the forgoing results and discussion it is evident that there are three pillars of SE that are

conventionally recognised: Economic, social and environmental with a clear bearing on sustainable economic

development. The most fundamental being environmental (appeared 10 out of 12 reviewed articles) followed by

social (appeared 7 out of 12 reviewed articles), Economic factor and skilled and innovative entrepreneur ranks

third appearing 5 out of 12 times. However, it is important to note that two other factors culture and customer

appeared twice.

Most of the researchers agree that environmental, Social and economic pillars are the backbones of sustainable

entrepreneurship which has an undisputable potential to contribute to SD. A number of studies, however, pointed

out that most SMEs consciously or unconsciously focus on one or two pillars of sustainable development. Most

researchers concluded that sustainable entrepreneurship is a fundamental prerequisite for sustainable

development which is in concurrence with Hall et al. (2010) who describe SE as “a panacea for transitioning

towards a more sustainable society”. Results also indicate that environment is a key pillar of sustainable

entrepreneurship since it provides a great opportunity for enterprises and inventions. This is in tandem with the

allegation by Binder and Belz, (2015) that sustainable entrepreneurship and sustainable economic development has

clearly gained a foothold in mainstream entrepreneurship in recent years. 5. CONCLUSIONS

This study adopted systematic literature review to study 12 articles aimed at determining the meaning of

sustainable entrepreneurship, its pillars as well as its contribution to sustainable development. While there still

appears to be no consensus of SE definition, the definition by Majid, Kamaludin, Saad & Aziz, (2012), who defines

it as “a process in which entrepreneurs exploit the opportunities in an innovative manner for economic gains,

society equity, environmental quality and cultural preservation on an equal footing” and Hockerts &Wüstenhagen

(2010,), somehow solidifies the definition of SE as “The discovery and exploitation of economic opportunities

through the generation of market disequilibria that initiate the transformation of a sector towards an

environmentally and socially more sustainable state” seems to be somewhat comprehensive. However, other

definitions pointed culture, skilled entrepreneur/ human resource, achievement motivation and innovation as

important elements. This study proposes that the following definition be adopted” SE is “the process of

discovering, evaluating, and exploiting economic opportunities innovatively through the generation of market

disequilibrium that initiate the transformation of an enterprise towards economic gains, society equity,

environmental quality and cultural preservation for sustainability”.




The review revealed that the most SE pillar is environmental (appeared 10 out of twelve studies) followed by social

(appeared 7 out of 12 studies). Economic pillar appeared 5 out of 12 studies) and skilled and innovative

entrepreneur ranks third appearing 4 out of 12 studies. However, it is important to note that two other factors,

namely; culture and customer appeared twice whereas achievement motivation appeared once. These are strong

indications that SE is anchored on social, environmental and economic pillars- the most critical one being

environmental. Results further indicate that economic, environmental and social pillars are the driving force for

SMEs competitiveness that translates into SE which is a spring board of achieving SD. It is evident from the results

that there is no definite meaning and a framework of SE. Majority of the studies point to economic, social and

ecological while a few others indicate that the pillars of SE are economic, social, environmental and cultural. This

study proposes six pillars framework: environmental, social, economic, cultural innovation and skilled

entrepreneur, on which SE is competitively anchored. 5.1 New SE Framework

Figure 2: Resultant SE Model

Looking at the proposed model, SE in SMEs is not only driven by environmental, social and economic pillars but

also the cultural context, continual innovation of products/services, processes and methods. The other key pillar is

a skilled entrepreneur who has the capacity to coordinate all the factors of production and operations. Results of

this study will be useful to the policy makers in their bid to promote SE among SMEs which in turn will promote

SD in Kenya.

5. RECOMMENDATIONS

An entrepreneur who is keen on sustainability should accurately combine all factors of production and the pillars

proposed by this study (New model). He or she should continually engage all the six pillars so as to remain

competitive and as such adopt SE. This model will help to understand the important dimensions in SE.

Furthermore, it will help innovative entrepreneurs to measure their sustainable entrepreneurial practices. Now the

entrepreneurs will also be able to identify the strengths and weaknesses in areas pertaining to sustainable practices

in their enterprises as well as identify areas that may require further attention. This will help them to ultimately

determine their sustainable entrepreneurial practice. Theoretically, this model provides sound insights for

evaluating sustainable entrepreneurial practices and so measure SE practices. Entrepreneur should explore

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