As green innovation (GI) is considered a prerequisite for supporting the sustainability of society, the movement of “green entrepreneurship” (GE, green entrepreneurship), which serves as a base point for such innovation, is attracting increasing attention. This article introduces recent research examining early policy initiatives for green entrepreneurship in Europe, Asia, and elsewhere, and discusses how “storytelling” strategies are becoming an important issue that needs to be addressed more carefully by entrepreneurs and managers today. The paper discusses how “storytelling” strategies are becoming an important issue that needs to be addressed more carefully by entrepreneurs and managers today.

In particular, the following three points were presented as important issues.
・Entrepreneurial spirit essential to spreading environmental values.
・Weaving a narrative that resonates with stakeholders.
・Correctness may conversely restrict management freedom.

Related Link: Nikkei
https://www.nikkei.com/article/DGXZQOCD265A10W3A720C2000000/