Sensemaking the business case: championing low-carbon initiatives

Christopher Brown, Hajre Hyseni

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
79 Downloads (Pure)


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
business, 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 changed business model.
Original languageEnglish
Pages (from-to)448-467
Number of pages19
JournalInternational Journal of Innovation and Learning
Issue number4
Publication statusE-pub ahead of print - 2 Oct 2012


  • Entrepreneurial mindsets
  • Strategic orientation
  • Sensemaking
  • Business Models


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