The sustainable new venture : Balancing growth with sustainability dimensions and the customers' influence in new ventures

Abstract: Little is known about how sustainable entrepreneurs balance sustainability aspects with growth. The aim of this study is to investigate how growth and sustainability are balanced, and what role customers play in this balance. To answer this question we used a case study design and interviewed 8 executives representing 5 sustainable new ventures based in Sweden. The theory of the three pillars of sustainability was used to categorise and probe the data. Our research draws on two types of sustainability companies (sustainability-at-its-core and product-at-its-core) that balance sustainability and growth in a different way. Customers play an essential role in the balance, as they both impact growth and the sustainability level. Our research shows that within balancing growth and sustainability, sustainability can be seen as a company trait rather than a choice as sustainability is a part of the core of the new ventures’ business and will therefore always have an important position, even if growth is limited. It is recommended to explore the distinction in sustainable company type more in depth or other stakeholders’ influence towards new ventures in balancing growth and sustainability in the future.