Journal
BUSINESS & SOCIETY
Volume 52, Issue 2, Pages 181-212Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0007650310364045
Keywords
commitment; enactment; entrepreneurs; organizational fields; energy efficiency and renewable energy; persistence; institutional theory
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This article builds an enactment theory to explain the continuing commitment of entrepreneurs to an emerging organizational field like energy efficiency and renewable energy, which is widely seen as being in the interests of society. The authors propose that when such a field is constrained by such factors as low energy prices and a lack of government support, the actions that entrepreneurs take to educate stakeholders drives the entrepreneurs' continuing commitment to the field. These actions are supported by the entrepreneurs' perceptions of the field's attractiveness, their beliefs that they produce superior products and services, and their beliefs regarding the likelihood of disruptive exogeneous change.
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