People, planet, and profit: Training sustainable entrepreneurs at the university level

Abstract

The dynamic and highly volatile environment that characterizes today's society demands professionals who are capable of engaging in the process of continuous innovation, adaptation, and learning. It is no longer enough to create and place new products and services in the marketplace; it is also necessary to recognize and relentlessly pursue new opportunities that create and sustain social value. Within this context, sustainable entrepreneurs are upon called to play a major role by identifying unique opportunities that help society resurge from the economic downturn and promote a prolific, inclusive, and economically sustainable development. A correct alignment among environmental, social, and economic issues is therefore paramount. Increasingly these values are permeating many domains of society, including the academic sphere. As a result, universities are now looking for how best to instill these values in their students by generating sustainability awareness and boosting the development of sustainable skills. This chapter reflects on the key role that sustainability plays in entrepreneurial education and reviews different ways for fostering these skills. For illustrative purposes, the chapter includes a case study which presents an example on how to train nonbusiness-related master's students to become sustainable entrepreneurs.