Socially responsible businesses in emerging fields such as energy efficiency and renewable energy have great potential, but can be fraught with uncertainty. New research by Alfred A. Marcus of the University of Minnesota and Marc H. Anderson of Iowa State University finds what drives entrepreneurs’ continuing commitment in such fields:

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.

Click here to read the article, “Commitment to an Emerging Organizational Field: An Enactment Theory,” published in the latest issue of Business & Society. 

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