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Organizing for Sustainability A Guide to Developing New Business Models Jan Jonker Niels Faber Organizing for Sustainability · Jan Jonker Niels Faber Organizing for Sustainability A Guide to Developing New Business Models Jan Jonker Niels Faber Nijmegen School of Management Campus Fryslân JAB MC BV University of Groningen Doetinchem, Gelderland,The Netherlands Leeuwarden, Friesland,The Netherlands ISBN 978-3-030-78156-9 ISBN 978-3-030-78157-6 (eBook) https://doi.org/10.1007/978-3-030-78157-6 Translation from the Dutch language edition: Duurzaam organiseren Template voor het ontwikkelen van nieuwe businessmodellen by Jan Jonker, and Niels Faber, © Authors 2020. Published by Management Impact. All Rights Reserved. ©The Editor(s) (if applicable) andThe Author(s) 2021.This book is an open access publication. OpenAccessThisbookislicensedunderthetermsoftheCreativeCommonsAttribution4.0International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution andreproductioninanymediumorformat,aslongasyougiveappropriatecredittotheoriginalauthor(s) and the source, provide a link to the Creative Commons license and indicate if changes were made. Theimagesorotherthirdpartymaterialinthisbookareincludedinthebook’sCreativeCommonslicense, unlessindicatedotherwiseinacreditlinetothematerial.Ifmaterialisnotincludedinthebook’sCreative Commonslicenseandyourintendeduseisnotpermittedbystatutoryregulationorexceedsthepermitted use, you will need to obtain permission directly from the copyright holder. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply,eveninthe absenceof a specific statement,that such namesare exemptfrom therelevant protective laws and regulations and therefore free for general use. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthisbook are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made.The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover credit: Justus Bottenheft and ShirleyWarlich and eStudioCalamar This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland Acknowledgements Organizing for Sustainability is a sequel to the Organising for the Circular Economy workbook (2018) and has been made possible through sponsorship from the No-Waste Hackathon 2019 by a number of parties, namely: AVR (Rotterdam/Duiven),Cirkelwaarde(Apeldoorn),Midwaste(Delft),Radboud University (Nijmegen), Cyclus (Gouda/Moordrecht), and WEcycle (Zoeter- meer). We are immensely grateful for their direct and indirect support in enabling this publication. We would like to sincerely thank the co-authors, who gave their time, energy, and creativity free of charge.They are, in alphabetical order: Geanne van Arkel, Fons Claessen, Koen Dittrich, Moniek Kamm, Ivo Kothman, Naomi Montenegro Navarro, Erik van den Oord, Dorchanay Paykhar (first version only), Jos Reinhoudt, Dave van Schaijk, Mirella Soyer, and Egbert Willekes. The following people have provided critical, constructive feedback on the original book concept and subsequently wrote a short review, which you can find at the beginning of the book.They are, in alphabetical order: Ron Boer, MaaykeAiméeDamen,RonDijkstra,HildeEngels,FrankEvers,PieterFritz, Timber Haaker, Isabelle Kock, Kim Poldner, Niels Smidt, and EdwinTuin. The final version of this book has also been realized through the active support of lecturers and students from, in alphabetical order: The Hague University of Applied Sciences (The Hague), Radboud University (Nijmegen), Rotterdam University of Applied Sciences (Rotterdam), and SaxionUniversityofAppliedSciences(Deventer).Feedbackonthetemplate, v vi Acknowledgements which was deployed in these universities’ courses, was received from over 300 participants from the above-listed universities where the template was deployed. Feedback from 20 companies who applied the template to their own organizations was also incorporated. We are very grateful to all of these individuals—unfortunately there are too many to name and thank individually—forgivingtheirtimefreelyandmakingvaluablecontributions. We would like to thank the Boom/Management Impact publishing company, and in particular, Anneke van Dijk, Freek Talsma, Douwe van Randen,andEverdientenZijthofforthemanyyearsofpleasantcooperation (this is certainly not our first book, but it is our last) and also for having the courage to realize a publication that—in addition to a hard-copy version—is also available as a free e-book. We are also very much indebted to Kien van Hövell tot Westerflier for allowing us to use the wonderful environment of her beautiful Grootstal estate in Nijmegen (see www.landgoedgrootstal.nl). This inspiring location has certainly helped create a beautiful book. This publication would not have been possible without the financial support of The Hague University of Applied Sciences, Rotterdam Univer- sity of Applied Sciences, Saxion University of Applied Sciences, and TMO Fashion Business School. We are very grateful to them. Through their support, this publication will be made available in Dutch and English as a free e-book. This is also the last publication that will come about with the help of the Foundation Our Common Future 2.0 (OCF 2.0, Doetinchem, NL). It isthankstothisfoundationthatoverthelastdecadeawiderangeofwhitepa- pers, workbooks, and books have been published in the field of sustainability,theWEconomy,thecirculareconomyand,lastbutnotleast,business modelling.These publications have reached a large audience of tens of thou- sands of readers as a result of the relentless support and trust of the members of the OCF 2.0 Foundation board. We extend our sincere thanks to each of them, namely: Gerard Berendsen (chairman), Jan Jenniskens (secretary), Sjoerd Zeyl (treasurer), Dré Kampfraath, and Hans van Kranenburg. Praise for Organizing for Sustainability “Every few years, our current economic system falls apart because we have developed a monetary system based solely on capitalism.With this book and the Business Model Template, Jan Jonker and Niels Faber provide a step- by-step approach towards the necessary changes that our economic system requires to make the existing linear processes future-proof. Interesting, and very applicable in practice.” —Ron Boer, Ecoron Relatiegeschenken “Over the past years, we have seen a growing trend in which the pursuit of multiple value creation in business is starting to occur—this constitutes a revolution relative to the status quo of mainstream business models. This book is for anyone who aims to challenge antiquated business models and design tomorrow’s enterprises, in which social, ecological and financial value creation are essential. Good luck.” —Maayke Aimée Damen, Founder Excess Materials Exchange “Our current economic system rests on the principles of private interests and profit maximization. More and more, we see that in many ways this is at the expense of our natural world thriving. This book shows how we can shape the transformation to a new economy. An economy in which coopera- tion and value creation are leading principles.The Business ModelTemplate provides a useful tool for those who want to organize business according to these principles.” —Ron Dijkstra, Founder LoyalGarden vii viii Praise for Organizing for Sustainability “This book is a compass in the adventure of entrepreneurship in a changing world. I feel that the BMT should stimulate people to the extreme: Think again, how can you make the world a better place? The rich countries are so rich because we have ransacked the earth, and gained our wealth on the backofothers.Wecallthistheexternalitiesthatarenotincludedintheprices of the products. If we want to avoid these externalities, we should make our approachinclusive.Thisistrueforthesocialdomainandcertainlyalsoforthe ecological domain. What becomes extinct will never come back. The BMT provides a basis for finding this much-needed inclusivity.” —Hilde Engels, De Fruitmotor “Manycompaniesthatareconsidering,orreconsidering,theirstrategystilldo so using traditional linear business models, in which pursuing higher profits areoftenattheexpenseofourearth.Thisbookisanalternativeforcompanies andstudentswhowanttobestrategicallyinnovativeinasustainable,circular manner so that they can create a healthy company in a healthy world.” —Frank Evers, Senior Lecturer & Quality Control Coordinator,Windesheim University of Applied Sciences “AlongsidehearinginterestingspeakersandthinkersintheNetherlands,such as Thomas Rau, Derk Loorbach and Jan Willem van de Groep, I got in touch with Jan Jonker during my studies at Erasmus University Rotterdam to discuss his theories. He has the unique gift of being able to lift you from the daily routine of business as usual and make it crystal clear why, how, and what things need to be changed as a society. He is an entrepreneur as well as a professional. This book has been written as a manual and guide for intro- ducing transition into your organization. If you believe in thinking, daring and doing differently, to grow towards a resilient enterprise which, in terms ofturnover,isstructurallylessdependentonthetraditionaleconomicfactors and the current business as usual, this book will help you!!” —Pieter Fritz, Sustainability Developer, Xidoor (Berkvens, Svedex, Limburgia en Bod’or) “In our roles as citizens, consumers, students, employees, investors or decision-makers, we are facing the shared task of making our economy more sustainable. This requires radically different ways of production, consump- tion, and valuation, which must be sustainable, circular, and inclusive. This book gives both students and practitioners a hands-on approach to exploring new propositions and, in a collaborative effort, developing new business models.” —Timber Haaker, Professor of Business Models at Saxion University of Applied Sciences Praise for Organizing for Sustainability ix “Over the past 25 years we at Interface have experienced how, by contin- uing to challenge your organization, you not only become future-proof, but successful as well.This book will help focus start-ups, existing organizations andnewcollaborationsonhowtoaddresssocialandecologicalissuesintheir business models.” —Ton van Keken, COO Interface EAAA “An accessible book that takes the new generation of change-makers by the handandsupportsthemtodevelopnewandinnovativebusinessmodels.This book is jam-packed with inspiring cases and concrete plans to help you get downtobusinessstraightaway.Donotwaitanylonger:jointheadventureto make your dream come true with the help of the BMT and have a genuinely positive impact on business and society.” —Kim Poldner, Professor of Circular Business atThe Hague University of Applied Sciences and Founder of the Circular Fashion Lab “With Organizing for Sustainability, the authors, led by Jan Jonker and Niels Faber,makethenextstepinthedevelopmentofsustainablebusinessmodels. Thisworkbookisbothin-depthandinspiringandprovidespracticaltoolsfor those who want to embark on sustainable propositions.” —Niels Smidt, Specialist, Sustainability Strategy & SharedValue “Organizing for Sustainability and the BMT are the next steps towards sustainable organizations and ecosystems. The book offers a practical approach and contains plenty of examples from practice.The reader is chal- lenged to get the organization to change as well in a world that is changing faster and faster. It is the very balance between sustainability, human dignity and profitability that is a precondition for successful business models in a worldinwhichdigitalizationand(global)competitionarebecomingincreas- ingly important. In this respect, the book also serves as a point of contact with other disciplines to bring about change.” —EdwinTuin, Change Expert Disclaimer Decisionsthatyoumakebasedoninformationinthispublicationareatyour own responsibility and risk. 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