Towards a dynamic value network perspective of sustainable business models: the example of RECUP

Abstract Sustainability research has increasingly emphasized the importance of value networks in design and development sustainable business models (SBM). This is because SBMs must incorporate economic, environmental social goals to achieve their desired impacts, hence designing such requires firms develop an understanding creation from perspective all key stakeholders order co-create ecological value. To advance our how network activities shape SBM development, we conducted a longitudinal case study RECUP, born startup with circular economy model that developed worked broad major reduction waste linear consumption. We identify three sets supported continuous firm’s proposition contributed mutual among business, politics society: B2B-partnering, political agenda-setting mobilizing end-consumers . Our contributions on innovation include demonstrating initially emerge through experimentation consolidate over time iterative learning processes. Such adaption dynamic especially important, argue, when value-creating factors are not sufficiently known by startups and/or stakeholders.