What can entrepreneurs and their business models contribute to the energy transition?

With all the attention the energy transition attracts nowadays, one could easily imagine that doing business in this market is an easy ticket to success. Sadly, this is not the case. In reality, only a relatively small group of entrepreneurs is able to take advantage of this sense of urgency or even challenge the current institutional unsustainable arrangements. We found that those energy service entrepreneurs that manage to build strong business models are successful in making their innovation legitimate and accepted demonstrate very specific behaviour. This behaviour can be defined as the capacity to act for change, demonstrating the ability to align resources, discourses and social position.