“…Bocken et al, 2019) Business environment and market uncertainty High (X. Chen et al, 2009) High (Camacho-Otero et al, 2018;Planing, 2015) Difficulty in gaining legitimacy High (W. D. Chen, 2023;Di Paola et al, 2018) High (Dawo et al, 2023) Scale-up logic Generic commercial scaling aiming organizational growth (Picken, 2017) Impact scaling (commercial, social, environmental, institutional -aim beyond organizational growth) (Islam, 2020;Niessen et al, 2023) Resource flexibility High (Gilbert et al, 2006) High (Henry et al, 2020) Consumer orientation Hedonistic consumer (Migone, 2007;O'Shaughnessy & Jackson O'Shaughnessy, 2002) Conscious Consumer (Borrello et al, 2020;Camacho-Otero et al, 2018) Innovations Incremental/Disruptive/Radical (commercial growth oriented) (Lauber & Jacobsson, 2016;Wesseling et al, 2014) Incremental/disruptive (impact & sustainability oriented) (Antikainen & Valkokari, 2016;Geissdoerfer, Vladimirova, & Evans, 2018) Chances of failure in early stages…”