Muñoz, PabloCohen, Boyd2019-06-272019-06-272018Journal of small business management, 2018, Vol. 56, pp. 154-176, Suplemento: 1http://hdl.handle.net/11447/2492http://dx.doi.org/10.1111/jsbm.12395Sustainable venturing, the process of starting a new sustainable enterprise, has been studied extensively through the triple-bottom-line lens. The narratives employed by sustainable entrepreneurs, however, have proven to be more complex and diverse. In this paper, we set out to inductively explore the narratives underlying sustainable venturing. We conducted an interpretative analysis to elucidate how these entrepreneurs perceive, think about and give meaning to sustainability as they develop their ventures. Findings allow for an expansion of the role of narratives in business venturing toward a more sophisticated conceptualization grounded in how actual entrepreneurs experience and enact sustainability in the context of their ventures.22 p.enSocial-responsibilityIdentityFieldSensemakinOpportunityEnterpriseFrameworkEthicsValuesGreenArticle