Sustainability: Does it contribute to the survival of entrepreneurship?

- The relationship between sustainability practices and business survival is increasingly critical in today's fastevolving market environment. While sustainability is often viewed as a positive societal contribution, its role in ensuring a company's survival remains uncertain. This study explores the link between sustainability and survivability, using the alternative protein industry as a case in point. This industry, which aims to replace traditional animal-based diets with alternative proteins, prioritizes sustainability, yet questions persist about the necessity of these practices for long-term survival. Through a multi-criteria decision-making approach and semistructured interviews with 15 Dutch experts, this research examines how companies can strategically prioritize environmental and societal sustainability aspects-such as employment, consumer health, nutrition, and climate impact-to enhance their long-term survival. The findings provide actionable insights for entrepreneurs, highlighting the importance of these sustainability dimensions in securing business survival. These insights provide practical guidance for entrepreneurs in the dynamic alternative protein industry, helping them make informed strategic decisions for sustainability and survival.