Kyung Hee University
Sustainability now becomes one of the key issues in innovating existing environments, where the authors live, and behaviors of people, how they live. There have been a lot of new attempts and initiatives for promoting the sustainability by government, industries, and communities. However, for the survival and successful adoption of the innovative efforts to real world, they need to be institutionalized or established as stable formal/informal institutions or business models. Especially, the efforts in private sectors, incumbents or entrepreneurs, should develop and find out, even through trial and errors, a viable business model for the sustainability.