The Journey of a ‘Green’ Micro‐Enterprise – <i>The Green Planet</i>

<jats:title>ABSTRACT</jats:title><jats:p>This teaching case explores the longitudinal evolution of a small environmental micro‐enterprise: <jats:italic>The Green Planet</jats:italic> retail store. Exploring two decades of business history, it analyses the development of this business as sustainability issues and greener consumer goods mainstreamed in society. The case presents one of the first explorations of the individual trade‐offs that owners make between economic, environmental, and social criteria, alongside an exploration of the role that the personal values of the owner plays in the evolution of this business. Also presented is a sample of other environmental enterprises profiled alongside <jats:italic>The Green Planet</jats:italic> in the early 1990s. This additional dataset provides a rich resource for readers, and a number of indicative discussion themes are identified. Readers interested in topics such as marketing, business strategy, innovation, entrepreneurship, corporate social responsibility, and environmental management will find this case a valuable addition to their teaching resources. Copyright © 2012 John Wiley &amp; Sons, Ltd and ERP Environment.</jats:p>