Strategic entrepreneurship research integrates insights from strategic management and entrepreneurship fields and aims to understand advantage- and opportunity-seeking behaviors in organizations. Outcomes frequently discussed are opportunity recognition and exploitation to create competitive advantages, firm growth, and wealth accumulation. However, major changes and disruptions in socio-economic and political environments do demand for a new focus of strategic entrepreneurship research and behavior, directed towards sustainability outcomes. In this inaugural lecture, sustainability will be discussed in the context of generational transitions and challenges in family businesses, and as an important pathway to take care of the human capital and the environment in entrepreneurial and family-led companies. The discussion will illustrate how the Maastricht University Centre for Entrepreneurship and Innovation (CEI) through research, education and social engagement activities adds value in this domain.

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