University of Vaasa - Vaasan yliopisto

(Linnanen, 2002).
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Schaltegger’s typology (below) uses similar labels to similar effect. His plot of high
priority environmental goals against low/medium market effect generates the
somewhat pejorative labels – in a business sense at least – of “alternative
actors/bioneers.” To make the grade as an ecopreneur here, one needs to hit the
“mass market” end of the spectrum.
(Schaltegger, 2002).
Isaak (2002) reiterates with his “ideal type of ecopreneur” being “one who creates
green-green businesses in order to radically transform the economic sector in which
he or she operates.” These analyses seem to suggest that the ecopreneur must score
on both environmental and “big business” parameters to be a valid concept. That is,
to be not only successfully green, but also “successful” in the traditional economic
sense. The balance between these two factors bears further investigation, particularly
with regard to ecopreneurial SMEs where profitability may rank lower per se than
sustainability.