Abstract
This study discusses owner-managers’ sensemaking of the business case for green products and services. How the use of knowledge transfer partnerships, particularly the embedding of an intrapreneur into the small enterprise, contributes to a more successful outcome for all parties. Starting with the evaluation of six selected case studies and the impact that engaging with ‘greening’ products and services has on the underlying business model, and the significant change that is often demanded of the owner-managers’ strategic orientation. The paper presents a contingent framework that links the development of green products and services, owner-managers mindset change to a changed business model.
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