A sustainable business model in services: an assessment and validation

The purpose of this paper is to explore and describe a sustainable business model in a service industry.

A case study was performed during 2012-2013. It is based upon a major Scandinavian hotel chain known for having implemented documented, extensive and systematic sustainable business practices within the company and in its business network. Data were gathered from multiple sources to explore and describe their sustainable business model.

This study provides a validation in a service industry of an assessed sustainable business model derived from a goods industry and from other industries as well. The empirical findings indicate that the model appears to be universally applicable across sources and stakeholders in the service sector beyond company- and industry-specific characteristics in services.

Further research that may validate or falsify current empirical findings in other business settings is presented. Suggestions for further research are provided, such as a focus on similarities and differences across companies, industries and countries worldwide.

Environmental initiatives and efforts need to go hand-in-hand with the social and economic ones. The interconnection between environmental, social and economic elements is necessary and crucial if it is to be successful in the marketplace and society.

A sustainable business model is not about simplistic initiatives and efforts of sustainable business practices. A multitude of initiatives and efforts are required in the marketplace and society.

It contributes to visualize an all-embracing perspective on the challenges, complexities and dynamics of implementing sustainable business practices within and beyond corporate or organizational boundaries toward business networks in the marketplace and society.