“…Rather than entertaining increased consumption or production as ends in themselves, growth orientation is to be directed towards qualitative aims. In GNH entrepreneurship, growth orientation is foremost directed at stakeholders’ happiness, for example, through increasing product or service quality, or the development of human capabilities (Brooks, 2013; Cyron et al, 2018). Still, depending on the nature of the business and the industry, the company may be subject to economies of scale, which, if not attained, may lead to reduced competitiveness.…”