| 摘要: | 環保的意識不斷升級之後的全球變暖現象的影響。因此，可持續發展的概念已經成為主要關注全球的企業家之一。如今，無論是發達國家還是發展中國家都面臨著同樣的挑戰，從戰略上有效地平衡環境，經濟和社會方面。特別是中小型企業（SMEs）進行的環保措施是高度相關的世界環保的問題，因為大多數發展中國家的企業是中小企業。屬於11個全球增長發電機一（3G）的國家，蒙古消費者並不熟悉有機化妝品2014年。然而，一個年輕的蒙古族女企業家已成為一個環境英雄之前，提供100％的環保護膚品用國產材料蒙古的消費者。震源公司，拉穆爾護膚品，成功地引發了生態標籤產品在美容行業在蒙古。本研究採用單一案例研究的方法和豐富的內容從深度訪談的情況下企業家的提取，企業家，檔案，文獻，實物文物，網站的信息，大眾媒體的報導，和YouTube影片從公開採訪互聯網加強了案例分析的內部效度。總之，有此研究提出了三項研究的貢獻。首先，本研究擴展了修改以前的研究提出和重建基礎上，第一個綠色的化妝品企業在蒙古的發展過程中一個新的框架研究框架與可持續創業和可持續創新的理論。其次，本研究豐富的商業模式，營銷策略和營銷組合的文獻說明通過這個中小企業在蒙古的典範開展的最佳實踐製作由這家企業。第三，對於管理的貢獻，這種焦點的情況下可以作為對那些誰打算一個不成熟的市場，在發展中國家持續創新努力的和獨特的案例。
The awareness of environmental protection has been escalating followed by the influence of global warming phenomenon. As a result, the concept of sustainability has become one of the key concerns for entrepreneurs worldwide. Nowadays, either developed or developing countries are facing the same challenge to strategically balance environmental, economic, and social dimensions effectively and efficiently. Especially, green initiatives performed by small and medium enterprises (SMEs) are highly related to the issue of world environmental protection because most of the businesses in developing countries are SMEs. Belonging to one of the 11 global growth generators (3G) countries, Mongolian consumers were not familiar with organic cosmetics before 2014. However, a young Mongolian female entrepreneur has emerged as an environmental hero by providing 100 per cent environmentally friendly skincare products with domestic materials to Mongolian consumers. The focal company, Lhamour Skincare, has successfully triggered the eco-labeled products in the beauty industry in Mongolia. This research adopts a single case study approach and the rich contents are extracted from in-depth interviews of the entrepreneur of the case, public interviews of the entrepreneur, archives, documentation, physical artifacts, website information, mass media reports, and YouTube films from the Internet to strengthen the internal validity of the case analysis. In conclusion, there are three research contributions made by this research. First, this study extends the theories related to sustainable entrepreneurship and sustainable innovation by revising a research framework made by previous studies and reestablished a new framework based on the development processes of the first green cosmetic enterprise in Mongolia. Second, this study enriches the literature of business model, marketing strategies, and marketing mix crafted by this enterprise through illustrating the best practices conducted by this SME as an exemplar in Mongolia. Third, for managerial contribution, this focal case can be served as an outstanidng and unique case for those entreneurs who intend to pioneeringly panetrate an immature market with sustainable innovative efforts within developing countries. |
