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Profits and SustainabilityA History of Green Entrepreneurship$
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Geoffrey Jones

Print publication date: 2017

Print ISBN-13: 9780198706977

Published to Oxford Scholarship Online: May 2017

DOI: 10.1093/oso/9780198706977.001.0001

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Earthrise and the Rise of Green Business

Earthrise and the Rise of Green Business

(p.86) 3 Earthrise and the Rise of Green Business
Profits and Sustainability

Geoffrey Jones

Oxford University Press

The chapter examines green business during the 1960s and 1970, decades of new environmental awareness. In organic food natural beauty, a number of commercially viable green businesses and brands began to be built, and distribution channels created. There was significant innovation in wind and solar energy in the wake of the first oil crises although they remained marginal in the energy industry. Green entrepreneurs still faced huge obstacles finding both capital and consumers. In the case of the capital-intensive solar energy business, the main solution was to sell start-ups to cash-rich oil companies. Green businesses clustered in hubs of environmental and social activism, such as Berkeley and Boulder in the United States, Allgäu in Germany, and rural areas of Denmark. These clusters enabled small firms to build skills and competences which could eventually be used to expand into more mainstream locations.

Keywords:   organic food, natural beauty, renewable energy, ecological architecture, second wave of environmentalism

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