Business Models Addressing Sustainability Challenges—Towards a New Research Agenda

Abstract

From just another buzzword a few decades ago, sustainability has become a hot topic on strategists’ agenda—and it is here to stay. The growing pressures on businesses to address the ever-complex sustainability challenges and to (consequently) assess their performance against a variety of sustainability-related goals are imperatively asking for a new paradigm—grounded on a global business ethics perspective and able to support a fundamental change in the traditional ways of doing business; placed at the heart of any company’s way of doing business, business models are instrumental in these transformative changes, both as triggers (in the short run) and backbones (in the medium to long run). Building on existing literature and capitalizing on the opportunities provided by inter- and trans-disciplinary research, this theoretical analysis aims to (re)frame the (research in) search of the most appropriate business models to address sustainability challenges. Thus, the purpose of the study is: (1) To advocate for a complex yet contingent approach at the business level—able to capture the bigger picture (the sustainability imperative) without missing its idiosyncrasies (the best fitted to the business model context)—when searching for strategic performance; (2) to propose an integrative, multi-level conceptual framework (able to provide widespread synergies for companies and their broader environment) as guidance for this kind of approach, and to suggest specific directions with respect to its implementation.