World Journal of Entrepreneurship, Management and Sustainable

Development
On the road to sustainability entrepreneurship: Filipino case
Andrea Santiago
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On the road
On the road to sustainability to sustainability
entrepreneurship: Filipino case entrepreneurship
Andrea Santiago
Management and Organization, De La Salle University, Manila, Philippines
255
Abstract Received 2 January 2013
Purpose – There is a desire to improve economies as a way to solve social inequities while Revised 2 January 2013
simultaneously addressing the issue of sustainability. Young and Tilley developed a model that Accepted 5 January 2013
describes a sustainability entrepreneur. The purpose of this paper is to apply the model in the
Philippine setting to determine if there exists a special entrepreneur who looks beyond profit
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motivations, considers social inequities, and looks towards future generations.

Design/methodology/approach – The paper used the narrative approach in learning more about
the motivations and sustainability practices of two Filipino entrepreneurs. The objective was not to
compare the practices of both but to match it with the 12 elements of the sustainability entrepreneur
model of Young and Tilley.
Findings – The concept of sustainability entrepreneurship is unknown to the two entrepreneurs. Yet,
both engaged in sustainable business practices, meant to improve living conditions of marginalized
groups. However, while they have actually helped communities to take better control of their
livelihood, they have not yet consciously imbibed the element of futurity.
Research limitations/implications – The paper attempts to further the model of Young and Tilley.
However, since the measurement of sustainable entrepreneurship is not definitive, the researcher used
pseudo-measures.
Practical implications – Informing entrepreneurs of the value of sustainability entrepreneurship,
may lead to more for-profit enterprises to consider the effects of their business practices on the future
of marginalized group and the environment.
Originality/value – There is no publication yet that has applied the Young and Tilley model. This
paper shows that the model may have practical implications for entrepreneurs.
Keywords Entrepreneurship, Sustainable development
Paper type Research paper

Introduction
In 2006, Young and Tilley posited that sustainable entrepreneurship goes beyond the
concern for the environment and the concern for society. In their sustainable
entrepreneurship model, they forward the need for 12 elements working together
towards a distinct goal of profiting in a sustainable manner. Pursuing the thought
process further, the researchers raise the question “could [sustainability entrepreneurs]
be the true wealth generators of the future?” (Tilley and Young, 2009).
Taking a step back, we look at the current global agenda. As seen in their web sites,
the agenda of organizations such as the Asian Development Bank, the World Bank, the
United Nations, the Organisation for Economic Co-operation, focuses on sustainable
development and the eradication of poverty. Countries have committed to the United
Nations Millennium Development Goals ( MDG) of halving poverty in 25 years
World Journal of Entrepreneurship,
beginning 1990 (www.un.org/millenniumgoals/ ), and have drawn policies and Management and Sustainable
programmes to achieve their respective commitments. Development
Vol. 9 No. 4, 2013
However, governments alone cannot achieve targets. There is a need to involve all pp. 255-271
sectors in society to pave the way for a cooperative environment, instead of individual r Emerald Group Publishing Limited
2042-5961
members of civic society working within microscopic objectives oblivious of the total DOI 10.1108/WJEMSD-01-2013-0002
 WJEMSD picture. Then there is the entrepreneur, willing to stake their own resources to generate
9,4 even more resources.
Over the years, the stereotyped entrepreneur has evolved. The changing
environment has led to the rise of social entrepreneurs and ecopreneurs,
differentiated by their basic philosophy. This distinctiveness has led to polarized
views of the entrepreneur thus prompting Young and Tilley (2006) to develop a model
256 that integrates to a solid whole. They continue that while social entrepreneurs
and ecopreneurs do contribute to sustainable development, achieving separate
purposes are insufficient. For there to be impact, the two purposes together with
profit-seeking should be closely intertwined. Consequently, the more encompassing
term of sustainability entrepreneurs is used. The question is – can there truly be
a sustainability entrepreneur or is it simply a “theoretical abstract” that will remain
so until structural changes are made by governments to support them ( Tilley and
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Young, 2009, p. 90)?

Literature review
Sustainable development: environment degradation and social inequity
The attention to sustainable development has picked up rapidly in the new millennium.
Although it was first brought to fore by the 1987 World Commission on Environment
and Development (as cited in Crals and Vereeck, n.d.), many were slow to pick up.
It is after all multi-dimensional, affected in part by the political environment
( Pawlowski, 2008).
The inability to sustain development has implications on the rich-poor divide.
Despite efforts to contain and purposively reverse poverty, Ketola (2009, p. 117) notes
that “the poor have remained poor, became even poorer, and live in inhuman conditions
[y] as the poor have to suffer from the degrading natural environments”. Hull (2008)
laments how humanity still struggles and wonders what tomorrow brings.
Mapping the progress of the United Nations’ MDG, Wilson and Wilson (2006) note
that while collectively, the total number of poor living below the controversial
$1 benchmark may decrease substantially by 2015, the standard of living of those that
have moved out of the bottom rung does not necessarily improve. It simply means they
are able to earn more than $1 but not enough to break away from the hand-to-mouth
existence. Yet it is a step towards a right direction. For long-term gains, industry must
help support their respective governments.
Jenkins (as cited in Wilson and Wilson, (2006) presents three possible directions that
companies can take to contribute to poverty alleviation. These are through poor people
as customers or distribution channel), through poor people as employees and suppliers
or the enterprise channel and finally through developing country governments as
recipients of tax or government revenue channel (pp. 33-35). Prahalad and Hammond
(2002) are staunch believers that selling to the “bottom-of-the-pyramid” in quantities
they can afford, helps the poor gain access to products that would improve their quality
of life. Karnani (2006) argues that this may not necessarily be so, thus leading others to
consider seriously the second option – that of hiring the poor as labour and integrating
them into the company’s supply chain. It is in this area where many entrepreneurs can
reconsider their corporate social responsibility (CSR) endeavours. Consequently,
instead of trying to address general social problems such as hunger, healthcare, access
to education, climate change, and the like, an entrepreneur can opt to focus on
providing livelihood opportunities in their core business. Thus, when the poor become
more equipped with livelihoods skills, they can be more secure of meeting their daily
 needs and thus be more conscious of environment. While stomachs are empty, it is On the road
difficult to think sustainably. to sustainability
Situating entrepreneurship entrepreneurship
Academics and policy makers have established the role of entrepreneurship in
economic growth ( Tilley and Young, 2009; Volery, 2002). In question is whether the
measurement parameter is more appropriately the net birth rate, the contribution to 257
gross domestic product (GDP) or by the ability of individuals to produce and deliver
innovative products or services. To O’Neill et al. (2009) entrepreneurship is about
creating value, whether that value is economic, social, or ecological.
Traditionally, entrepreneurship simply meant making money. Individuals who
opted to start businesses rather than take the employment route, generally tended to be
in areas where they felt they could gain more than what they put out. Whether this
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stems from opportunity gaps ( Kuckertz and Wagner, 2010), from the introduction
of innovative products, services or services, or from lack of alternatives, this does
not detract from the fact that economic gains are necessary for long-term survival.
Consequently, researchers have spent time to understand the entrepreneur and the
enterprise.
The concern for society, rather than economy, gave rise to social entrepreneurs.
Precisely because profit motive was not a primary consideration which had been
the focus of mainstream entrepreneurship literature, the attention to social
entrepreneurship appeared to be lackluster (Cohen et al., 2008; Steyaert and Hjorth,
2006; Zahra et al., 2009). For one, critics argued that entities engaged in addressing
societal problems were corporate foundations and non-governmental organizations
that relied heavily on donations to sustain operations. The very essence therefore
challenged the notion that entrepreneurship is an economic growth stimulator.
The presentation of case studies showing that there are entrepreneurs who are able
to make profit whilst creating social value brought a new perspective to social
entrepreneurship. This stirred interest as did a different category of entrepreneurs who
showed concern for the environment.
It would appear that greater consciousness towards the environment resulted in the
greening of products and processes by businesses already in existence ( Walley and
Taylor, 2002). Isaak (2002) dubbed the entities as “green” businesses. Then there
are businesses that start out with the intent on making environment protection an
integral part to the business’ raison d’être (Cooney, 2009). Isaak refers to them as “green
green businesses”.
Individuals who start out with the mission of upholding environmental principles
while still making profit are called ecopreneurs (Bennett, 1991; Cohen et al., 2008;
Gibbs, 2009; Kirkwood and Walton, 2010; Parrish, 2008; Schaltegger, 2002;
Schaper, 2002) while those who continually create such businesses are known
as serial ecopreneurs ( Isaak, 2002). Stewardship entrepreneurs, on the other hand,
are those concerned with the environment and society (Cohen et al., 2008). Finally, those
concerned with the triple bottom line fall under the new category of “sustainability
entrepreneurs” (Tilley and Young, 2009).

Sustainability entrepreneurship
The triple bottom line has been the benchmark of corporate sustainability (Cohen et al.,
2008; Dyllick and Hockerts, 2002; Elkington, as cited in Hockerts and Wüstenhagen,
2010; Kuckertz and Wagner, 2010). The idea is that companies determine their success
 WJEMSD by their contribution to economy, ecology, and society. The way to achieve these in big
9,4 businesses is through their CSR endeavours.
Sustainability entrepreneurship, however, is not simply CSR. Unlike CSR, sustainability
entrepreneurship calls for entrepreneurs to incorporate their development programmes in
their business logic ( Wilson and Wilson, 2006). For there to be any lasting effect, it is best
that the route taken is to integrate the poor into the supply chain so they in turn may
258 have opportunities for entrepreneurship with contained risks. The transfer of technology
and skills is a better equalizer as it leads to improved standard of living ( Wilson and
Wilson, 2006).
The question is – Is sustainability entrepreneurship the intersection of the three or
does it encompass all three concepts (Schlange, 2009)? Regardless, Young and Tilley
(2006) argue that meeting the three objectives is still insufficient to attain the grander
objectives of sustainable development.
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Whether sustainability entrepreneurship is best achieved by small or large firms is

still to be established (Gerstenfeld and Roberts, 2000). Crals and Vereeck (n.d.) noted
large companies are more prone to integrate the concept since small and medium
enterprises (SMEs) find the costs and risks exorbitant. For example, it is quite costly to
secure an ISO certification not to count the actual investment in sustainable business
technology and practices. Yet, Schaper (2002) makes the case for the SMEs claiming
that their collective effort has impact as Wilson and Wilson (2006) call upon the larger
firms who have the financial and managerial machinery to take the lead.
Hockerts and Wüstenhagen (2010) point that enterprises of either size each have
their role in sustainability objectives of an industry, even as each have their inherent
weaknesses. For instance, small firms may prefer to stay within their niche and thus
fail to expand their sustainability impact. On the other hand, larger firms while they
possibly have resources may lack the focused passion on sustainability innovations
that smaller start-ups may have. Is it more promising for start-ups? Schick et al. (2002)
believe that it is easier for start-ups to integrate the sustainability orientation rather
than to have to change mindsets.
Clearly, individual entrepreneurial ventures regardless of size cannot address the
poverty gap. However, together, they may have greater impact especially when one
considers the downstream effects, especially in the agriculture sector where poverty
gap is most disparate ( Wilson and Wilson, 2006). Consequently, it becomes imperative
that entrepreneurs do their part in what World Bank (2010) dubs as inclusive growth.

Drivers of sustainability entrepreneurship

The impetus towards sustainability orientation can be externally or internally driven
(Gibbs, 2009; Masurel, 2007 ). Governments, for instance, may press upon organizations
to adapt sustainable practices and green processes. They then provide either levies or tax
incentives. There is also the growing ecological awareness of consumers, who may push
businesses towards marketing green products or reward those who project more social
responsiveness. Then there is the entrepreneurs’ value system.
Volery (2002, p. 116) suggests that, “the individual entrepreneur is still a critical
linchpin in any entrepreneurial venture”. Schaltegger (2002) supports this view.
Environmental mindsets must reside in the entrepreneur rather than in a manager who
may leave the company and thus take its substantive character.
Even amongst entrepreneurs, the response to sustainability issues differs.
Baumgartner (2009) disclosed that there are those who would take a more
introverted approach by complying with government regulation. There are those who
 would take an extroverted approach by highlighting their accomplishments in On the road
sustainability reports. Others may take a conservative approach by focusing on to sustainability
eco-efficient practices such as energy conservation and waste management. However,
it is the visionary strategy that integrates sustainability issues in business operations. entrepreneurship
Walley and Taylor (2002) refer to individuals who use the strategy as visionary champions.
Regardless, where do entrepreneurs develop an eco-philosophy? In the study of
Schick et al. (2002), they learned that individuals categorized as eco-dedicated were 259
influenced by their families in their childhood. Kuckertz and Wagner (2010) propose
that intervention be within the educational sector. While it is best to introduce the
sustainability mindset with young children (Huckle, 2009), subjects and courses that
create environmental awareness even among, tertiary students could lead future
entrepreneurs in the right direction (Dobson, 2007; Schaper, 2002).
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Research design
This research used the narrative approach in learning more about the motivations and
sustainability practices of two Filipino entrepreneurs, who coincidentally use the same
natural resource – the banana tree. The objective was not to compare the practices of
both but to match it with the 12 elements of the 2006 sustainability entrepreneur model
of Young and Tilley (see Figure 1).

SUSTAINABLE
ENTREPRENEURSHIP

Futurity

Environmental
sustainability Inter-
generational
equity

Social
Environmental responsibility
Economic
stability
equity

Ecological
Sufficiency
Environmental equity Social
Entrepreneurship Entrepreneurship

Eco- Socio-
effectiveness effectiveness
Environment only Eco- Socio- Social only
efficiency efficiency
Economic
Entrepreneurship

Economic only

Note: From “Can businesses move beyond efficiency? The shift toward effectiveness and
equity in the corporate sustainability debate” Figure 1.
The sustaininable
Source: Young and Tilley (2006). Copyright 2006 by John Wiley & Sons, Ltd and ERP entrepreneurship model
Environment: reprinted with permission of the authors
 WJEMSD The researcher interviewed two Filipino entrepreneurs personally known for their
9,4 high environment and social consciousness. Using narrative techniques, the researcher
asked the entrepreneurs to describe their personal philosophy, corporate history,
and the various activities they have undertaken, continually undertake, and hope to
undertake to ensure they help communities whilst protecting the environment and
making profits. The answers were then super-imposed to the 12 elements of the Young
260 and Tilley model to determine if there was a fit. A fit would mean that the
characteristics of the entrepreneur resembled that of a sustainability entrepreneur.
The measurability of sustainable entrepreneurship, however, is not a science.
Using pseudo-metrics picked up from various work, this research focused on particular
aspects of each of the 12 elements of Young and Tilley model. Positive responses from
the interviews indicated the presence of the element. The study used the following
measures:
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(1) Eco-efficiency: Dyllick and Hockerts (2002) present the concept of

eco-efficiency as derived from definitions by DeSimone and Popoff and the
World Business Council for Sustainable Development. In its simplest form,
it refers to how companies are able to produce and deliver goods and services
with the least ecological impact. In practical terms, this would mean
corporate activities aimed at resource conservation, waste elimination, and
pollution control ( Ketola, 2009; Masurel, 2007 ).
(2) Eco-effectiveness: Dyllick and Hockerts (2002) explain that a corporate
activity may be efficient but may not necessarily be effective. Consequently,
the net effect of an economic activity must be considered. For effectiveness to
work, McDonough and Braungart (as cited in Young and Tilley, 2006) point
that, businesses must focus on restoring, regenerating, or enhancing the
environment. This means going beyond conservation that is characteristic of
eco-efficiency.
(3) Socio-efficiency: According to Dyllick and Hockerts (2002), businesses impact
society both positively and negatively. Thus for socio-efficiency to exist,
the businesses must operate by either increasing positive impact or by
minimizing negative impact. Again, in practical terms, this refers to activities
of companies aimed at improving the quality of life of the community it
works with. This may be reflected in the amount of donations given
to communities so that they may improve their quality life or to degree of
employee participation in community projects.
(4) Socio-effectiveness: Young and Tilley (2006) refer to socio-effectiveness as
going beyond philanthropy. To them, organizations must have a purposeful
mission aimed at “sustained positive impact on society” (p. 405) or make
its products and services accessible to the bottom of the pyramid ( Dyllick and
Hockerts, 2002). This may be reflected in livelihood stimulation that has
a longer impact on the community.
(5) Ecological equity: This is at the core of sustainable development. It refers to
the balance of resource utilization for the current and future generations
( Dyllick and Hockerts, 2002).
(6) Sufficiency: From a simplistic standpoint, sufficiency refers to the availability
of a particular resource over a period of time. Gerlach (n.d.) reminds that
 natural resources are limited. If this were the case, then sufficiency is reflected On the road
in the reduction of consumption and living on less, rather than encouraging to sustainability
consumers to purchase more and thus put a strain on natural resource supply.
entrepreneurship
(7) Economic equity: Young and Tilley (2006, p. 411) refer to this as the
“distribution of economic wealth fairly between existing generations as well
as future generations”. In this study, economic equity is also shown in
the economic benefits that are shared by the business and the community. 261
(8) Environmental stability: Young and Tilley (2006) describe this element as
activities aimed at stabilizing the environment or restoring imbalances.
(9) Environmental sustainability: While stability may be looked upon as a short-
term view, sustainability sets its sights to the future. Thus, a corporation is said
to consider environmental sustainability, when they consciously include this in
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their decision making ( Young and Tilley, 2006). It is a long-term commitment.

(10) Social responsibility: This refers to the ethical way businesses should behave
towards its stakeholders. In their model, Young and Tilley (2006) refer to this
as concern for the current generation.
(11) Inter-generational equity: This refers to the consideration of the economic
welfare of future generations in corporate decision making (Young and Tilley,
2006). Borrowing from Rawls (as cited in Keijzers, 2002, p. 355), it could very
well mean the consciousness to provide future generations no less than the
resources available today, under the “justice for fairness” principle.
(12) Futurity: From the term, this refers to the concern for the well-being of future
generations ( Young and Tilley, 2006).

Philippine context
The 2010 publication of the World Bank Group on Philippine poverty reports that the
Philippines is doing dismally in their poverty alleviation programmes when compared
to regional neighbours resulting from slow economic growth. Real income declined
even as GDP improved in the periods 2000-2006 although the World Bank believe that
this should be tempered due to inaccurate data taken from the Family Income and
Expenditure Survey ( FIES) and the National Account. Notwithstanding, the country
shares the profile of other countries in that the rural poor accounts for the greater
portion of the poverty index, mostly in the agricultural sector comprised of large
households. The gap between the urban and rural poor has, however, narrowed more
from the rise in urban poverty than improvement in the latter (World Bank Group,
2010). Moreover, it would appear that any poverty improvement results more from
remittances of overseas Filipino workers than from entrepreneurial income, as it is
typical for at least one family member to work abroad.
This strategy is logically unsustainable. The more appropriate approach would be
to improve income opportunities of the poor so they become more productive members
of society. It is this approach, that Rommel Juan and Dita Sandico-Ong supports.

Case 1: Rommel Juan, Binalot Fiesta Foods

Rommel Juan is the figure behind the award-winning Binalot Fiesta Foods.
His attention to CSR endeavours since 2006 has garnered him three national and
regional awards. These are the 2007 United Parcel Services ( UPS) Centennial award for
 WJEMSD the “Out-of-the-Box” Small Business Solutions, the 2008 Anvil Award of Merit, and the
9,4 2010 Intel-AIM Corporate Social Responsibility Award ( IACRA). His unique selling
proposition is to use banana leaves to wrap cooked food sold in fast-food outlets.
He secures his supply of wrapping from locals in two communities who their company
trained to clean and cut the leaves to size. His strategy of transferring technology and
managerial skills and paying premium price for the leaves that he purchases on a
262 regular basis, has allowed the locals to earn at least five times more than the universal
benchmark of $1.00 a day.

Corporate history
Binalot Fiesta Foods began in 1996. Rommel Juan and his brother Raffy, coming from a
line of entrepreneurs, partnered with Aileen Anastacio, a friend who had graduated
from a culinary school. The trio was not particularly ambitious and simply wanted to
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be productive after graduating from college. Given their combined interest and talent,
they decided to focus on the food business, by supplying office workers with freshly
cooked lunch packages wrapped in banana leaves. They initially operated from
a residential condominium unit where they cooked and wrapped the packed lunch.
They relied on word-of-mouth to be known and they were happy when their peak
volume at that time reached 500 lunch packs.
From the start, the trio felt that wrapping the packed lunch in banana leaves set
them apart from competition. At that time, they were not thinking about the
environmental impact of using banana leaves. To them, banana wrapping enhanced
the flavour of traditional Filipino cuisine and reminded them of picnics where families
would usually frolic and enjoy eating meals on banana leaves. Thus, when they sold
their meals, they were hoping that the aroma of the leaves would trigger happy
memories in their patrons, thus making lunch meals a fun-filled experience.
The dream almost shattered when in 1997, the Asian financial crisis hit the country.
The contracted economy forced many businesses to scale their operations or close down,
thus affecting the customer base of Binalot Fiesta Foods. Unbeknown, their food delivery
business was becoming a by-word, and because of this, a shopping mall owner offered
them an opportunity to open an outlet in their food court. Apprehensive yet encouraged,
the young entrepreneurs took the risk and ventured into the mall-based fast-food
industry. As luck would have it, sales boomed. Soon, the number of outlets increased.
Meanwhile, the trio began to pursue separate interests. Aileen concentrated on her
culinary interests while Raffy managed the family business. Rommel took up his
Masters in Entrepreneurship and after graduating, he focused all his efforts in Binalot
Fiesta Foods. He rode with the franchising wave and opened his business for franchise.
Today, 32 of his 41 outlets are franchise operations.

Sustainable practices
Rommel disclosed that the use of banana leaves for wrapping food as against using
plastic containers currently replaces about 1.5 million pieces of polystyrene packaging
per month. Initially, the banana leaves were sourced in the local market. However,
a tropical storm in 2006 affected the supply of leaves, thus prompting Rommel to find
a steady, reliable source. This led him to the sleepy town of Nagcarlan, Laguna
where he chanced upon a local who was selling banana leaves. As fate would have it,
the chance meeting led to a sustained supplier relationship. This marked a new
milestone for Binalot Fiesta Foods, one that would completely entrench Rommel’s
commitment to sustainability.
 With the help of a manager who had experience working with non-government On the road
organizations, Rommel built the livelihood opportunity of 31 families in Laguna. to sustainability
He brought in technological and managerial know-how and trained the workers to do
their tasks effectively. Productivity increased 300 fold and the community is consistently entrepreneurship
able to produce the growing number of banana leaves needed to keep up with expanded
retail operations. The company also taught the locals how to compost so that wastes are
not simply strewn in the work area. 263
Rommel is also introducing other products needed by the business that the
community can produce in their backyards. Because the soils are not favourable to
certain fruits and vegetables, he is thinking of investing in fishponds so that the locals
can supply the tilapia and milkfish variety, for their fish meals.
The company is replicating their success at Nagcarlan to another community in the
more distant San Marcelino, Zambales. This time, Rommel has tapped the Aeta
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community to be part of the supply chain. Basically using the same model,
he identified a local champion and encouraged him to seek the cooperation of the
community. Admittedly, the cultural upbringings of the Aetas, who are used to living
with less, are different from the natives of Laguna. This makes it challenging to
interest them to become productive and to earn their keep rather than continuously
relying on dole-outs. Notwithstanding, Rommel reports that he is able to help about
20 families in the one year he has been in contact with community.
Beyond the supply chain, Rommel has made it a point to care for the environment.
He has introduced eco-campaigns in his stores, creating greater awareness. He has
remodelled his retail outlets so that environmentally friendly materials are used.
He has also shifted to the use of electric motorcycles, assembled by his brother and
co-partner Raffy, for the delivery side of his business.

Personal philosophy
Rommel did not start out with a particularly strong sustainability orientation.
As a third-generation entrepreneur, he engaged in small selling ventures while growing
up. He would sell small souvenirs that his father brought home from trips and when he
was much older, sold t-shirts with innovative designs. Thus, his primary concern was
how to generate income to meet his personal needs. One thing, however, that was strong
in Rommel was his love for family and Filipino way of life.
Perhaps it was a convolution of several events that made Rommel more attuned to
societal and environmental problems. In 2006, Chit Juan, his environmentally conscious
aunt who leads the League of Corporate Foundations, encouraged him to attend a CSR
conference in Indonesia. This was at the same time that he had his first encounter with
the Laguna community. Both exposures made him more conscious about the need
for his business to create societal and environmental value. His efforts were
quickly noticed, garnering him several awards some accompanied with cash prizes.
This affirmed his determination to pursue his endeavours and transforming it to
become his personal and business advocacy.
Rommel’s philosophy can be summed in his often quoted words “we will do our
share to save the planet – one meal at a time”.

Case 2: Dita Sandico-Ong

Dita Sandico-Ong is a Filipino designer who uses indigenous raw material as the foci of
her wardrobe creations. She uses the trunk of the banana-abaca tree to get fibre for
the clothing material she uses for her fashion collection. She has been able to revive the
 WJEMSD weaving industry at Virac, Catanduanes where her supply operations have improved
9,4 the lives of about 200 locals. She also supports the weaving industries of tribes in Ilocos
Sur, Oriental Mindoro, and South Cotabato.

Corporate history
Dita celebrated her 25 years in the fashion industry in 2010. She first worked in her
264 mother’s family business, a department store that catered to lower social classes.
However, her fashion taste was meant to serve a different market. She then ventured
into her own clothing business by creating designs using the traditional cloth made
from linen that was usually in basic beige.
Dita was very interested in weaving, using fibre and weaving techniques from
different places in the country. Her mother was from Vigan, Ilocos Sur, which is a place
in northern Philippines known for Abel weaving. The woven cotton cloth is normally
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used for blankets but she was able to find new uses for it. In 1988, she established
weaving facilities in Bulacan, a nearby province south of Manila.
It was in 1995 when a weaver from Virac, Catanduanes approached Dita. Virac is
a place where abaca trees are abundant. Moving away from the traditional uses of the
banana-abaca tree fibre, the local weaver experimented with the fibre and began using
it for clothing accessories. The meeting came at an opportune time as Dita was
considering the closure of her Bulacan facilities. The combined talents of a fashion
designer and a weaver raised the stature of the banana-abaca tree. Outside the
Philippines, Dita’s clothes, bags, and accessories are available in Copenhagen,
Singapore, and Japan.

Sustainable practices
Abaca trees are plentiful in Virac. Usually, farmers would use the fibre for rope.
However, the outer and inner layers of the stem can be knotted and woven into cloth.
If used for this purpose, there is less waste.
Dita has chosen to perfect her craft using hand-woven material by minority
tribes across the country. While she primarily uses cloth made from banana-abaca
fibres, she incorporates in her designs other indigenous material so that she can also
support other weavers. She uses cotton fibre that is hand-spun and woven in Vigan.
She has also introduced cloth woven by the Mangyans from Oriental Mindoro as
well as the tinalak fabric from the Tboli weavers of Lake Sebu in southern part of
the Philippines (Goodnews Pilipinas, 2010). Dita continually experiments with material
so that she retains her edge in the market. She prefers to niche market rather than
mass-producing her work, thereby allowing her to pass on the cost of natural fibre to
the consumer.
In Virac alone, Dita’s fashion business is able to support over 200 locals. While she
deals only with the primary weaver, the downstream effect of her business is
tremendous. She is able to provide livelihood to the banana tree growers, strippers,
knotters, dyers, spinners, and weavers.

Personal philosophy
Dita recalls how she would ride horses in the mountains of Mindoro with her father
during summer time. She was especially intrigued as a child on how the weavers she
met along the way spent hours turning natural fibres into cloth. She was greatly
affected when she returned to the place 20 years later to discover that the weaving
industry in the place vanished. She silently vowed to revive it.
 Dita was also greatly influenced by her environmentalist aunt. Among her cousins On the road
in her mother’s side, she was the only who grew very close to her aunt, a woman she to sustainability
considers her second mother. The two understood each other’s idiosyncrasies and
shared the same passion for humanity. Together, Dita and her aunt set-up Earthlite entrepreneurship
Foundation that manages Earthaven, an eco-village in San Mateo, Rizal. It covers
27 hectares of the only remaining forested area along the metropolis and is used as
venue for mental and spiritual rejuvenation usually by students and office workers. 265
Her aunt, Belen Rosario King, was a stalwart supporter of Haribon Foundation for the
Conservation of Natural Resources where she served as a trustee for years before she
passed in 2010.
It was certainly not always a smooth path for Dita. She was ahead of her time when
she introduced environment-friendly stylish clothes in the market. Her fashion line was
not perceived to be for daily use and her premium price did not help. However,
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she persisted in her advocacy to help local weavers and continued to be creative in
developing new uses for the natural fibres. Today, Dita stands out as the icon for
sustainable fashion.
Dita’s philosophy is captured in her belief of “weaving dreams into the fabric of life”.

Applying the 12 elements of the sustainability entrepreneurship model

The two Philippine cases reveal entrepreneurs committed to both community building
and environmental protection, whilst making profit. Profit is necessary to ensure
sustained operations of the business so that the targeted communities continue to thrive.
Tables I and II lists the sustainable practices of each entrepreneur with indications
of possible directions they are contemplating. There is still great opportunity for both
entrepreneurs to solidify their sustainability endeavours.

Discussion
Rommel and Dita are using different parts of the same natural resource – a tree –
as part of their sustainability endeavours. Considering that the banana tree has
different uses and can regenerate, it indeed becomes the tree of life. The approach of the
two, however, differs much like the Goliath and David strategies presented by Hockerts
and Wüstenhagen (2010). Yet in their different approaches, they aim to transform their
respective industries to think sustainably.
Rommel is targeting to be the meal of choice within the highly competitive fast-food
industry. They are continually looking for ways to be present in many geographical
areas and to price at par with the leaders in the industry so that consumers do not feel
they have to compromise. They are also making a strong campaign to be known as an
eco-friendly establishment to capture the growing market of health and environment
conscious consumers.
In contrast, Dita prefers to niche market. She is resisting the pressure to produce
more at lower prices since she believes this may place an undue strain on her
operations thus affecting the quality of work and her positioning in the fashion
industry. She recognizes that more people are looking towards natural fabrics as
environment consciousness increases and in this regard, competitors may penetrate
her market. Nonetheless, she believes she has an edge over future designers who may
begin to use the materials she uses since she has been intimately involved with the
natural fibres. She is constantly trying new ideas and working with the different
material so she can stay several steps ahead. She would not mind the entry of other
designers as this would mean a stronger weaving industry.
 WJEMSD Elements Sustainable practices Sustainable directions
9,4
Eco-efficiency Locals were trained to compost banana Gather waste in the retail outlet so
trimmings that it may be composted instead
Retail outlets use eco-friendly lights of disposed in metro trash bins
Eco-effectiveness Banana leaves rather than plastic Re-evaluate other raw material.
containers are used in food delivery Consider tying banana leaves with
266 Electric motorcycles are used for fiber strings rather than covering
food delivery banana leaves with paper
Retail outlets were refurbished to use Shift to the use of electric vehicles
eco-friendly products in the transportation of leaves from
community to the commissary
Socio-efficiency The community day care center was Continue to be present in
established and locals were trained how community activities
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to maintain it
Contributions are made to the community
church
Socio- The integration of locals to the supply Continue to pursue other livelihood
effectiveness chain provides stable livelihood opportunities (e.g. other farm
opportunities for the community that is produce used for their fast food
long-lasting. Extra income is used for business)
education and health
Their presence provided good prospects to
the community so that they are
encouraged to be hard working
Family members prefer to stay in their
communities than leave homes for
employment opportunities
Ecological equity The company uses the rotation system in
cutting the leaves such that only select
trees are harvested at a time to allow the
trees time to regenerate. It takes two
weeks for leaves to grow
Sufficiency Binalot sells alternatives to calorie rich
foods, thus encouraging consumers to
take healthy meals
Economic equity The locals are not direct employees of the Further enhance the managerial
firm and thus have the flexibility to work ability of local champions so they
within their existing constraints e.g. the in-turn can transfer the knowledge
women have to manage their homes and to others
can work and tend the home at the same Replicate business model to other
time with this opportunity communities so that more may
The locals working in the operations are benefit
mostly women and old folk. If livelihood is
engrained, it gives opportunities for the
younger generation to earn. Instead of
going abroad, they can work at home
It is the local champion who serves as the
supervisor and thus has the responsibility
to make financial considerations
Since the community workers are not
Table I. employees of the firm, they may at will
Sustainable practices deal with other entities
of Rommel Juan and
sustainable directions (continued)
 Elements Sustainable practices Sustainable directions
On the road
to sustainability
The community is paid at a premium rate
since the middle man was eliminated
entrepreneurship
Environmental The technology used in trimming and Continue to invest in environment
stability cutting the banana leaves to size is protection projects
manual and does not use unsustainable
energy sources
267
Environmental Proper farming techniques allow
sustainability regeneration of natural resources
Social One of the expressed mission statement of
responsibility the firm is to improve the quality of life of
all employees
Food products are being sold at affordable
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prices
Inter- The local community is being introduced
generational to other forms of livelihood so as not to be
equity dependent on the company
Moreover, the company introduced the
community to other companies willing to
purchase their produce
Both strategies would ensure that the
livelihood opportunity continues in the
unfortunate event that the company is no
longer able to support the community
Futurity Both the Laguna and Zambales Continue expansion in other
community are being exposed to communities
productive work so they learn to be more
forward looking than laid-back. The
children of the current works will learn
from the industriousness of their parents
and hopefully pass this on to their
children Table I.

It is clear, however, that both entrepreneurs have redirected their lives so their way of
life and the manner by which they manage their businesses are in harmony with the
environment. They have taken the cause of environmental protection to heart by trying
to influence others to think alike. They also acknowledge that wealth imbalance is
fertile ground for unsustainable living and have thus reached out by sharing their
economic wealth by engaging communities in livelihood opportunities that can be
passed on to future generations. This way the children of tomorrow can take pride in
their heritage.

Conclusion and practical implications

Sustainable entrepreneurship should be at the fore of each country’s agenda. If indeed
entrepreneurs spur economies and utilize available resources in the process, then it
makes sense that they do so in a responsible manner. Unfortunately, not everyone is
oriented towards sustainable living. In the two cases discussed, both entrepreneurs
were influenced by relatives, one earlier than the other. This implies, it is never too late
to do something positive for society and the environment, and that persistent
 WJEMSD Elements Sustainable practices Sustainable directions
9,4
Eco-efficiency Hand-weaving rather than commercial The factory, where sewing is done
weaving should make use of energy-saving
New products developed to make use of alternatives
cloth scraps
Eco-effectiveness Use of banana fiber as raw material Eventual use of natural dyes to
268 Natural farming processes utilized complement the natural fibers.
Natural dyes are currently
expensive
Shift to electric vehicles in the
transport of raw materials to the
factory
Socio-efficiency Materials are directly sourced from local Invest in small projects that will
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communities not normally tapped improve the lives of community

Socio- Younger generation trained to continue Support education and develop
effectiveness the weaving tradition thus keeping them programmes so that the youth are
in the community encouraged to expand their
knowledge and learn the craft,
respectively
Ecological equity Niche pricing tempers over – consumption Influence consumers so that the
of natural resources today use of natural fibers becomes more
trendy
Sufficiency Products are long-lasting and can be
handed down to the next generation
Apparel is versatile and can be used in
many way thus encouraging repeat usage
Economic equity Payment is made directly to the weavers Continued investment in research
who in turn distribute the earnings to all and development projects geared
those who contributed in the production of towards finding other uses of
woven cloth banana fiber to allow the
community additional sources of
income. For instance, it is possible
culture mushrooms in the banana
plantations
Environmental There is a conscious effort to control
stability production to what is manageable instead
of reaping all profits today, by rejecting
large orders at lower price. By keeping
prices up, entrepreneur can give more to
the weavers
Only natural farming processes are used.
This eliminates unnecessary use of energy
Environmental New R&D endeavour beyond weaving Eventual shift to natural dyes so
sustainability (e.g. banana fiber on construction the run-off does not contaminate
boards) can help reduce consumption the rivers
of steel bars
Social Entrepreneur purposely targets “dying” Be more deliberate in decision-
responsibility communities so as to revive the weaving making so that social
industry across the various regions in the responsibility and sustainability
country are imbedded in the corporate
Table II. processes and not simply an
Sustainable practices advocacy of the entrepreneur
of Dita Sandico-Ong and
sustainable directions (continued)
 Elements Sustainable practices Sustainable directions
On the road
to sustainability
Inter-
generational
Target communities are ethnic groups
Women given opportunity, without
Continue targeting the untapped
communities and providing
entrepreneurship
equity prejudicing the men who do the more opportunities especially for women
manual type of work and elderly
Futurity The revival of the weaving industry in
this community is meant to provide
269
livelihood for future generations
With products sold in the global market,
the children of the weavers may be
encouraged to learn the craft and pass
it on to future generations Table II.
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advocacies as well as a changing consumer market may actually lead to entrepreneurs

contributing to sustainable development. Consequently, instead of simply making
money today and doing so in a way that does not harm the environment, entrepreneurs
can look towards management practices and processes that consider the fate of future
generations.

Limitations
This study attempted to further the 2006 model of Young and Tilley. Field research
was conducted to determine whether entrepreneurial activities of two Filipino
entrepreneurs could fit the model. However, since the measurement of sustainable
entrepreneurship is not definitive, the researcher used pseudo-measures. Consequently,
this can lead to weaknesses in the study results.
The researcher also relied on the responses of the interviewees and thus assumed
the responses were factual. It is possible over the years that the interviewees may have
fudged some memories. Consequently, the researcher also reviewed publications of
previous interviews to determine consistency in responses. For both cases, there were
no inconsistencies noted. For future research, expanding the interview base to include
other stakeholders may address this limitation.

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About the author

Dr Andrea Santiago is a Full Professor in the Management and Organization Department,
Ramon V. del Rosario College of Business at the De La Salle University. Her research focus is on
corporate social responsibility, sustainability, and poverty alleviation. Andrea Santiago can be
contacted at: [email protected]

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