The characteristics of a green, innovative and transformational entrepreneur: an example of transformative entrepreneurship in an efficiency-driven economy

Abstract

The article addresses the issue of entrepreneurship and sustainability by considering the characteristics of an Egyptian transformational green entrepreneur and the venture he founded. It is based on two in-depth case studies derived from secondary data and participant observation and results in a new holistic model for business that harmonises or integrates the main economic, ecological, humane and social approaches to entrepreneurship to produce a venture with a triple bottom line that does not just address profit but also people and planet. The model recognises the systemic nature of the planet and is based on systems thinking and the principle of harmony. Apart from developing the business model the attributes of the transformative entrepreneur are considered, and the role of spirituality and 'ethical custom' is discussed. The article questions, also, the Friedman (1970) mantra that the responsibility of business is 'to make as much money as possible'. The implications of the approach are considered and the article will be of interest to both entrepreneurship academics and practitioners.