“…Although large firms perform better in communication of CSR engagement (López‐Pérez, Melero, & Sese, ), small firms have an advantage in implementation because they require less effort to embed values throughout the firm (Baumann‐Pauly, Wickert, Spence, & Scherer, ). Likewise, the ecopreneurship literature places personal values as a key driver behind establishing sustainability‐oriented businesses (Taylor & Walley, ). The nascent body of literature on sustainable business models similarly depict entrepreneurs as driven by value propositions that reflect social and ecological priorities (Evans et al, ; Schaltegger & Wagner, ).…”