| Summary: | 碩士 === 中國文化大學 === 全球商務碩士學位學程碩士班 === 104 === The awareness of environmental protection has been escalating followed by the influence of global warming phenomenon. As a result, the concept of sustainability has become one of the key concerns for entrepreneurs worldwide. Nowadays, either developed or developing countries are facing the same challenge to strategically balance environmental, economic, and social dimensions effectively and efficiently. Especially, green initiatives performed by small and medium enterprises (SMEs) are highly related to the issue of world environmental protection because most of the businesses in developing countries are SMEs. Belonging to one of the 11 global growth generators (3G) countries, Mongolian consumers were not familiar with organic cosmetics before 2014. However, a young Mongolian female entrepreneur has emerged as an environmental hero by providing 100 per cent environmentally friendly skincare products with domestic materials to Mongolian consumers. The focal company, Lhamour Skincare, has successfully triggered the eco-labeled products in the beauty industry in Mongolia. This research adopts a single case study approach and the rich contents are extracted from in-depth interviews of the entrepreneur of the case, public interviews of the entrepreneur, archives, documentation, physical artifacts, website information, mass media reports, and YouTube films from the Internet to strengthen the internal validity of the case analysis. In conclusion, there are three research contributions made by this research. First, this study extends the theories related to sustainable entrepreneurship and sustainable innovation by revising a research framework made by previous studies and reestablished a new framework based on the development processes of the first green cosmetic enterprise in Mongolia. Second, this study enriches the literature of business model, marketing strategies, and marketing mix crafted by this enterprise through illustrating the best practices conducted by this SME as an exemplar in Mongolia. Third, for managerial contribution, this focal case can be served as an outstanidng and unique case for those entreneurs who intend to pioneeringly panetrate an immature market with sustainable innovative efforts within developing countries.
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