“…As environmental stewardship may provide entrepreneurial opportunities for value creation (Cohen and Winn, 2007), the pursuit of sustainability and profitability is not necessarily in conflict and can in fact complement each other (Dean and McMullen, 2007;Schaper, 2002). However, previous research also suggests that many firms still struggle to incorporate sustainability initiatives into their business (Bansal et al, 2014). For instance, local sourcing is not always the default option for 2 International Small Business Journal firms because local products may not enjoy the same 'taken-for-granted' aspect among local customers or other stakeholders, compared to globally sourced products or models which carry more legitimacy (Frenkel and Shenhav, 2003;Ritzer, 2007;Voronov et al, 2013;Weber et al, 2009).…”