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The academic literature on sustainable business models includes studies on sustainability-oriented innovation (Adams et al., 2016), market driving at the Bottom of the Pyramid (Agarwal et al., 2018), business model innovation (Amit and Zott, 2012), simultaneous experimentation (Andries et al., 2013), circular business model experimentation (Antikainen et al., 2017), sustainable value proposition design (Baldassarre et al., 2017), exploitation and exploration (Benner and Tushman, 2003), the circular economy (Blomsma and Brennan, 2017), value mapping tools (Bocken et al., 2013), sustainable business model archetypes (Bocken et al., 2014), product design for circular economy (Bocken et al., 2016), and circular business model experimentation (Bocken et al., 2018).

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