The Stories of Swedish Edible Insects Entrepreneurs : Activities, Business Models, and TIS Evolution

Abstract: Sustainability transition has gained more interest in academic research. However, it has rarely been studied specifically from a firm-level perspective. Therefore, this study aims to understand and learn from the firm-level perspective to contribute to firm- and system-level understanding. The case study of insects as food and feed industry is interesting in a niche and challenging market or to understand the overcoming activities of those facing barriers, whether the overcoming of customer acceptance, uncertainty of the market, and the regulations of eating insects as just been approved by the European Commission in recent years. Moreover, the study of insects has been widely focused on entomology, such as species, and nutrition. It is beginning to be studied in the food sector in Western countries, recently. Therefore, this research will contribute an in-depth understanding of the firm-level in the edible insect industry, especially in the business section in Sweden. This research contributes to the understanding of entrepreneurs' sustainable business models in different time periods, which could be shaped by barriers and opportunities. The barriers found in this study are similar to previous studies of the insect industry in other countries, except for customer acceptance, which seems to be different in Sweden. The customer issue that stands out here is finding the niche group of customers and the niche product that suits these early adopter customers. I also found the importance of entrepreneurial activities in relation to the development of the technological innovation system (TIS). The actors or entrepreneurs are the catalysts for the development of the TIS in the uncertain industry, since every single movement of the entrepreneurs leads to the dynamics of the system, such as a lobbying activity to overcome the regulatory barrier.