Sustainability as a Competitive Advantage: Key Entrepreneurial leadership competencies for a successful and sustainable marketing strategy for small green businesses

Abstract

Venturing into the realm of sustainable small business marketing can be a complex task for any aspiring entrepreneur. Through a thorough investigation of previous research findings, this piece aims to uncover the essential leadership skills that are necessary to achieve sustainable entrepreneurship. Key competencies, such as stakeholder engagement, strategic thinking, adaptability, and effective communication, have surfaced as crucial elements in the successful development of small green businesses. Interviews with five professionals in the sustainable business development sector have provided valuable insights to support these findings. Policymakers and small business owners can learn from these findings and should consider implementing leadership development programs and incentives to promote sustainable practices. Such measures could have significant positive effects on the wider community.