Overview

As the global economy rapidly evolves, the need for environmentally responsible and socially conscious business practices has become more urgent than ever. Green entrepreneurship represents a powerful response to this call, aligning innovation with sustainability to reduce environmental impact while driving economic growth. By prioritizing long-term ecological balance over short-term profit, this approach fosters new business models that contribute to the United Nations Sustainable Development Goals. It empowers entrepreneurs to create ventures that not only generate financial value but also promote environmental stewardship and social well-being. The integration of green practices into mainstream entrepreneurship is a vital step toward building a more sustainable and resilient global economy. Incentives and Benefits for Adopting Green Entrepreneurship Practices delves deep into the delicate juncture of environmental conservation, motivating businesses to adopt responsible production initiatives that minimize waste and foster a positive environmental impact. Real-world case studies from the corporate world are integrated, emphasizing details of sustainability embedded into their operations. Covering topics such as people analytics, risk management, and accountability, this book is an excellent resource for entrepreneurs, policymakers, business executives, sustainability experts, professionals, researchers, scholars, academicians, and more.

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Preeti Mehra is a Business Faculty with Campbell College working in collaboration with Portage College Continuing Education, a public board-governed college based in Alberta, Canada and is focussed on providing the definitive educational experience for international learners. Additionally, she is a Sessional Instructor (Marketing) with Keyano College, Alberta and is teaching students pursuing business programs. She is a doctorate from Guru Nanak Dev University, Amritsar, India and her specialisation is marketing. She has an experience of 15 years in Corporate and Academics and was a professor in marketing with a leading private university in India. She is dedicated to imparting knowledge and is passionate about research and e-content development. She has an expertise in public speaking, academic instruction, and research management. She offers an history of delivering marketing advancements and developing substantial university curricula and is devoted to creating future field leaders through education and mentoring. She specialises in Micro Branding, Sachet Marketing, Gesture Recognition, Rural Marketing Strategy, Services Marketing and Brand Management. Her research work focusses on expressively enriching organizational reach and market share through the application of robust strategies, effective pricing and excellent client relationship management. She has contributed towards distinguished journals of national and international repute like Emerald, Sage and has participated and presented in many national and international conferences. She has acted as editor of several books and has contributed towards many book chapters in the field of marketing. She has acted as an external trainer in many workshops and Faculty Development Programmes related to marketing and research methodology. She has several copyrights and patents to her credit and has supervised several doctorate students. Pawan Kumar is working as a Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, Punjab, India. He has 17 years of experience in business academic research .His areas of interest in research include entrepreneurship, marketing, e-commerce, consumer behaviour, marketing research, etc. He is an avid researcher. He is active in Ph.D research supervision and has good number of publications in Q1 and Q2 Journals to his credit in various research papers published Scopus indexed journals namely: The TQM Journal from Emerald, Visions: Journal of Business Perspectives from Sage, International Journal of Business and Globalization, International Journal of Business Information Systems from Inderscience and other national/international journals of repute. He has edited book on Opportunities and challenges in Business5.0 and drivers of SME Growth and Sustainability in Emerging Markets from IGI global.

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