Rhetoric in young entrepreneurs' firms as an instrument to embrace sustainability

摘要

Corporate Sustainability (CS) has been developed and deployed in established firms by implementing multiple sustainability business models. Lately, this business tendency has been extrapolated among young entrepreneurial firms, this investigation uses the tenets of Neo-Institutional Theory to explain how young entrepreneurial startup firms achieve legitimacy and external resource support. Factors such as sustainable business rhetoric and competitive advantage in entrepreneurial firms can help to achieve organizational legitimacy among startups towards achieving financial performance.