Sustainability-Oriented Entrepreneurial Behavior: Navigating with Improvisation

Purpose – The primary aim of the article is to investigate sustainability-oriented entrepreneurial behavior, specifically how improvisational capabilities enable entrepreneurs to navigate and address challenges related to sustainability in their practices. The article offers insights into the managerial approaches used by entrepreneurs who align their efforts with environmental and social responsibilities. Design/methodology/approach – The article uses qualitative content analysis to systematically evaluate existing literature. The study relies on the grounded theory approach, using inductive open coding for breaking down and examining the data, and axial coding to synthesize the findings in new ways by connecting the categories. Findings – The research identifies improvisation as an important dynamic capability that allows entrepreneurs to respond flexibly to unexpected challenges and capitalize on emerging opportunities in sustainability contexts. The findings reveal that improvisation is an important dynamic capability in navigating the uncertain landscape of sustainability. The study highlights the importance of developing competencies and fostering inter-organizational collaborations as essential strategies for sustainable entrepreneurship. Originality – The article offers original insights by establishing a comprehensive framework that integrates improvisation into the understanding of sustainability-oriented entrepreneurial behavior. It points out that entrepreneurship is not just as organization-building but also network creation within entrepreneurial ecosystems.