This paper seeks to contribute to sustainable business model innovation (SBMI) literature. It aims to do so by putting forward a relatively simple tool that simultaneously calculates the financial value alongside sustainability impact based on the Sustainable Development Goals (SDGs) of a proposed business model innovation. For small businesses to validate the outcome of a proposed SBMI, some form of sustainability measurement will be necessary. Simple tooling specifically aimed at small businesses do not exist. We address this gap in how to predict or create a prognosis of the combined financial and sustainability effect of a proposed business model (BM) in a frugal (easy, time and knowledge effective) and effectual (allowing for iterations, available means and calculating affordable loss) manner. The tool is called the Pos-FSBC (Positive Financial and Sustainability Business Case). The instrument is a calculation model in Excel where users insert a limited number of numerical variables. Alongside financial variables the tool uniquely links the key variable ∆ SDG to the expected quantity sold, it then calculates the contribution to the SDGs in a relevant and measurable unit. By being successful with a sustainable innovation, the tool helps businesses drive out nonsustainable competitors. The tool has been iteratively developed and tested in several students’ projects and in a pilot with practitioners. Based on the findings we propose more iterations to develop an understanding whether the tool inspires business change and if so how.
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In this chapter, I will present not only an outline of current developments ofcorporate social responsibility (CSR), environmental, social, and governance(ESG), and the Sustainable Development Goals (SDGs) related to the newEU Corporate Sustainability Reporting Directive (European Union, 2024)and the consequences these have for organizations but also the opportunitiesand risks they provide in relation to the spread of disinformation. I will alsodiscuss the recent court cases against companies and governments regardinggreenwashing and discuss opportunities for organizations to position themselvesas innovative and attractive for future and current employees with afocus on sustainability in the war for talent
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