Combining economic, environmental, and socially focused patterns into a single business model can result in an unsustainable or 'seemingly sustainable' model that fails to achieve full sustainability potential.
A search of the Scopus database conducted on July 28th, 2022, for articles containing "business model" and "sustainab*" combined with "pattern" or "archetype" yielded 274 articles.
Kranich and Wald (2018) developed a measure to evaluate the consistency level of business models.
A firm's business model may shift from a sustainable to an unsustainable state or a lower level of sustainability when internal or external contingency factors change over time, requiring adaptations to maintain high sustainability performance.
Laukkanen M and Tura N investigated the potential of sharing economy business models for sustainable value creation in a 2020 article in the Journal of Cleaner Production.
System thinking involves analyzing how the performance of a business model as a system is affected by the larger system in which it is embedded.
The sustainability performance of a platform can decrease if new actors enter the system and introduce excessive, underutilized capacities in pursuit of financial gain, even if the platform's initial business model remains unchanged.
A business model can enable a firm’s sustainability orientation.
The procedure for identifying relevant literature on business model contingencies in the study by Abdelkafi et al. (2023) involved the following steps: (1) Execute a search query in the Scopus database for 'business model' and 'contingenc' (the term 'sustainab' was removed to broaden the initial results to 160 papers). (2) Two authors independently scrutinized the articles. (3) If the title seemed relevant, the article was included. (4) If the title was not clearly relevant, the abstract was read to decide on inclusion. (5) If doubts persisted, the full article was scanned. (6) Results were compared between the two researchers, and disagreements were resolved through discussion to finalize the sample of 25 articles.
When a platform firm invests in its own equipment to provide as a service alongside third-party owners, it integrates a new activity into its business model, which can negatively impact sustainability by increasing total unused capacities in the wider system.
According to Abdelkafi et al. (2022) and Pero et al. (2021), business models that sell used printers to developing countries may serve a social mission by providing affordable access to technology, but they are not ecologically sustainable when the system boundary is extended from local to global.
Consistency is “…represented by the distance between values of variables suspected to score similarly, [and] high consistency is thus expressed by small distances between pairs of item values, where each measures different BM elements”
The authors identified three critical levels of analysis for evaluating business models, derived theoretically from contingency and system theories.
Sustainability in business models is a matter of degree or level rather than a binary state.
When one dimension of sustainability is emphasized in a business model, the implications for other sustainability dimensions must also be addressed.
Lüdeke-Freund et al. (2018b) state: '…patterns and taxonomy are meant to help corporate leaders, entrepreneurs, organisation designers, and business model developers in modifying or creating new business models with a stronger orientation towards sustainability issues.'
Incumbents and entrepreneurs must make choices when designing a new business model, according to Casadesus-Masanell and Ricart (2010).
Determining the sustainability effectiveness of a business model depends on how the boundaries of the larger system are defined.
Demir and Angwin (2021) explored the concept of multidexterity, which involves combining competing business models in transforming economies, in their article 'Multidexterity: combining competing business models in transforming economies'.
A business model that is sustainable at its inception is not necessarily sustainable forever, as adaptations are required to respond to changes.
Three levels of analysis define the boundary conditions impacting the sustainability level of business model pattern combinations: (i) the business model system level, (ii) the wider system in which the business model is embedded, and (iii) the internal and external contingencies related to the business model and the wider system.
Business model designers often cannot predict many sustainability impacts or identify the corresponding indicators before the business model is launched.
Tradeoffs between natural and produced capital in business models can be managed by decoupling sustainability dimensions or by adopting advanced technologies that reconcile previously inconsistent business model patterns, such as combining sharing economy and pay-per-use patterns through technological platforms.
Business model patterns can be combined to stimulate entrepreneurial creativity and support the design of innovative business models for sustainability.
The authors identify three critical levels for analyzing whether a business model is truly sustainable: the business model as an inherent system, the larger system in which the business model is embedded, and the contingency factors impacting sustainability effectiveness over time.
Casadesus-Masanell and Ricart (2010) define business models as "reflections of the realized strategy" and state that "strategy entails designing business models (and redesigning them as contingencies occur)."
The authors pose the research question: 'How can entrepreneurs and managers improve the sustainability of developed business models based on frameworks of SBM patterns?'
A business model is considered truly sustainable if it satisfies three characteristics: activities resulting from the combination of sustainable business model patterns foster all dimensions of the Triple Bottom Line (inherent consistency), the business model is sustainable within the wider system-of-interest (sustainability at system level), and the business model adapts over time to accommodate changes in contingencies that might degrade its sustainability performance (contingencies of sustainable business models).
Searcy (2018) argues that sustainability assessments should consider the 'whole picture' of the larger system with which a business model interacts, rather than just the activity system of the business model itself.
Business model design and implementation should account for system-level economic implications, including taxes, costs, and intellectual property rights.
Companies require a respectable base of customers to achieve a high level of diffusion and meet necessary economic targets.
Integrating economic, environmental, and social patterns into a single business model does not guarantee that the resulting business model is unconditionally sustainable, as combining patterns is a necessary but not sufficient condition for sustainability.
Combining 'integrator' and 'orchestrator' patterns into a single business model leads to inconsistencies because their underlying logics do not match.
Niemimaa, Järveläinen, Heikkilä, and Heikkilä (2019) evaluated the resilience of business models for contingencies in the International Journal of Information Management.
Better Place attempted to implement a business model in the automotive industry by analogy to the telecommunication industry, where users paid for battery usage based on distance driven, similar to how mobile phone users pay for calls per unit of time.
A business model that fails to sustain itself in a changing environment cannot be considered truly sustainable, even if it appeared sustainable at the beginning.
Business model inconsistencies typically arise from a lack of internal fit among business model elements, such as combining incompatible patterns like the razor and blade model with its reverse, or from tensions between the three dimensions of the Triple Bottom Line (TBL).
Professional printer firms' business models are not truly sustainable because these firms neglect the system boundary when assessing sustainability performance.
The authors propose a framework for checking business model patterns in a specific sequence to help entrepreneurs and managers improve the sustainability of their business models, as merely combining patterns is insufficient for true sustainability.
Lüdeke-Freund F provided an integrative framework and propositions for future research regarding sustainable entrepreneurship, innovation, and business models in a 2020 article in Business Strategy and the Environment.
Bradley, Parry, and O’Regan (2020) proposed a framework to explore the functioning and sustainability of business models in their article 'A framework to explore the functioning and sustainability of business models'.
Massa, Viscusi, and Tucci (2018) explored the relationship between business models and complexity in the Journal of Business Models.
Giesen et al. (2010) define business model consistency as a state where all elements of a business model are in agreement with each other.
Business models can be categorized into five primary groups: economic, social-economic, social, mainly ecological, and integrative.
Casadesus-Masanell and Ricart (2010) argue that designing inherently consistent business models is extremely relevant because of the reinforcing loops created within the model.
According to Pati et al. (2018), contingency categories for business models are divided into internal and external factors: internal contingencies include strategy, long-term entrepreneurial/managerial orientation, and organizational resources (tangible and intangible); external contingencies include the competitive environment, the firm's stakeholders, and the value-adding network.
McDonald's utilizes franchising as its dominant business model, which is primarily economically driven, with environmental and social patterns having a lower priority.
A business model is defined as a system of activities, as stated by Zott and Amit (2010).
Including economic, environmental, and social business model patterns in a single business model is a necessary but not sufficient condition for achieving true sustainability.
Gassmann, Frankenberger, and Csik (2014) identified 55 business models intended to revolutionize business practices.
Internal contingencies relate to the firm's activity system, which Zott and Amit (2010) define as the business model, while external contingencies relate to the larger system in which the business model is embedded.
Fraccascia, Giannoccaro, and Albino (2019) created a taxonomy for business models in industrial symbiosis, specifically focusing on the form of governance.
The authors identified frameworks for sustainable business model (SBM) patterns by performing a search query on the Scopus database using the keywords "business model" and "sustainab*" combined with "pattern" or "archetype".
Blüher et al. (2020) argue that the current debate on 'service and performance' (servitization) business models lacks a systemic approach, which leads them to question the environmental efficiency of these models.
Reinhold, Zach, Krizaj, and Reinhold (2017) conducted a review and research agenda regarding business models in the tourism industry, published in Tourism Review.
Newlight Technologies' business model demonstrates internal consistency between economic and environmental objectives despite potential tensions between them.
Bettervest's business model aligns financial gain with environmental benefit, such that increased sales of its value proposition result in both higher revenue and greater environmental impact.
Inherent consistency in business models examines whether the business model patterns are not contradictory and can be productively combined within one single business model.
When defining system boundaries for a business model, two critical characteristics are the system of users or clients the business model aims to serve and the geographical coverage of the business model.
Business models depend on the strategic, long-term orientation of a firm, which is related to the entrepreneur's mindset.
Business models that appear sustainable within a limited system boundary may prove to be environmentally and socially unsustainable when the system boundary is enlarged to include a broader range of stakeholders and interactions.
De Kluyver (2010) outlined the fundamentals of global strategy using a business model approach in the book 'Fundamentals of global strategy: a business model approach'.
Patzelt, Zu Knyphausen-Aufseß, and Nikol (2008) utilized an upper echelon perspective to study top management teams, business models, and performance of biotechnology ventures in the British Journal of Management.
Brenk et al. (2019) established that contingency factors depend on a system's internal and external boundaries and can change over time, potentially rendering a business model less sustainable or unsustainable and necessitating adaptation to the new context.
According to Value-Belief-Norm (VBN) Theory, sustainable entrepreneurs continuously adapt their beliefs regarding the natural environment, which results in business model updates, sometimes with a delay.
Casadesus-Masanell and Ricart (2010) discussed the progression from strategy to business models and tactics in their article 'From strategy to business models and onto tactics'.
System contingencies are context factors that affect a business model and can be categorized as either internal or external, as defined by Pati et al. (2018).