Something new, something sustainable! How network relationships shape sustainable new venture development

Purpose – This paper aims to investigate which network relationships foster the early development of a sustainable new venture (SNV) and how sustainability as the core characteristic of the new venture shapes those network relationships. Design/methodology/approach – This paper relies on a qualitative approach. The primary data source is 25 interviews with 18 key informants of 15 Italian SNVs. The fashion industry is the empirical setting due to its negative environmental and social impacts and shifts toward sustainability during the past decade. Findings – The paper identifies six types of network relationships that affect the development of fashion SNVs. It proposes sustainability-enhanced and sustainability-enabled network relationships and relates them to trust and legitimation in the network. Research limitations/implications – The study enriches the theoretical debate on networks, new ventures and sustainability by dealing with the case of SNVs in a traditional sector. This paper presents managerial implications for entrepreneurs and policymakers. Social implications – This paper contributes to the debate on society’s sustainable development by emphasizing how networks can affect the growth of SNVs. Originality/value – This paper fills a research gap in a novel manner. The paper contributes to the recent debate on new ventures and sustainability from the market as network approach. It identifies relevant networks, their contribution and the role of sustainability. The study refers to SNVs in traditional nontechnological industries.