Increasingly, companies’ attempts to become more sustainable are framed in terms of transitioning towards sustainable business models (SBMs), whereby central logic of how the company offers value to customers is challenged (Yang & Evans, 2019). This transition requires companies to rethink the way value and resource consumption are coupled in their operations (Pieroni et al., 2019), as well as consider different ways of connecting with customer needs (Laukkanen & Tura, 2020).

• Irina Atkova(University of Oulu, Finland)
• Tamara Galkina(Aalto University, Finland)
• Man Yang(Hanken School of Economics, Finland)
• Tiina Leposky(University of Vaasa, Finland)