Sustainable entrepreneurship can be explained with reference to the enhancement and commitment towards the business integrating ethical issues, community commitment, social responsibility and other issues like economic development. Sustainable business in respect to the product and the services offered by the company, considers quality, regular improvement and innovation aspects. Being the stakeholder of the company, the concept refers to the sustainable development of business families, local communities, the society and the world at large. Small-Scale Business (SSB) units having complex and regular issues related to the stakeholders, need to have sustainable entrepreneurship with respect to business and enterprises. The case studies of the enterprises doing their business in Sultanate of Oman will reflect and give the idea of the application of sustainability and relating it with the business will create positive effect with the stakeholders developing entrepreneurial characteristics. The case study of ASB Company highlights the application of sustainability with entrepreneurial characteristic at the operational level to develop and achieve business strategy. SSB selected a simple, pragmatic and effective way that is tailored to their needs with the application. The case study offers some convincing examples.

While defining the sustainability and development agendas, it has been more related to business and values, mission related to the business, and varies from organization to organization. It has been found that an entrepreneur can build a successful enterprise based on the self-concept of sustainable values and programs which will be supportive to the organization in the long run. The organization will have its own mission and objectives to be achieved which need solid base and construct building blocks of values and ethics forming corporate culture. Many people in business and others involved in entrepreneurship tend to view entrepreneur set up as strictly profit-oriented and individuals respond with some combination of their personal and financial ambitions to the change in the organizational culture and overall business fundamentals in the harsh realities of the competitive marketplace. To have an understanding and to gain insight into the real business firms, some important issues of sustainable strategy adopted by various organizations as individuals and professionals which are also profitable, well-known and established firms with reputations for being values-driven and having long-term sustainability can be adopted and followed.

The recent trend of global competition and open market have created business hype in developing and enduring sustainable entrepreneurship. Each organization now thinks of the sustainability, specifically in reference to entrepreneurship. Company tries to brand itself as a sustainable entrepreneur. Many of the academic institutions, business enterprises and other agencies are regularly conducting discussion, seminar and workshop to achieve the target of sustainability in the entrepreneurial firm at various national and international forums. It has been commonly observed that sustainable entrepreneurship has been misinterpreted as sustainable development, social responsibility, ethics and profit in many of the discussions. The most important question that remains unanswered in many of the seminars and discussions is whether the business firms can actually afford to be sustainable entrepreneurs? This is with specific reference to profit and assets development. Although this question and terms reflect different concepts of business, they all point to various aspects of sustainable development.

Entrepreneurship Development Journal, Sustainable Entrepreneurship, Small-Scale Business, SSB, Sustainable Capital, Cluster Businesses, ecological, Social Responsibilities, Ethics, Leadership Behavior, Environmental care, eco-chain management, eco-efficiency.