Endregat, Taking a Paradox Perspective on the Coevolution Between Traditional and Sustainable Business Models

This research aims to rectify a paucity in current research and investigates the coevolution of  traditional and sustainable business models under one corporate roof. Through a paradox lens,  firms’ solutions and mechanisms to cope with the paradoxical situations that arise throughout the  coevolution are determined and analyzed. This is executed conducting seven case studies of  Western-European firms, consulting firms, and governmentally owned consulting institutions.  Results show the array of responses firms deploy to address paradoxical areas of competing  demands of economic, social, and environmental foci, organizational culture and mindset, training  and staffing, resource allocation, and the stakeholder environment during the coevolution of  traditional and sustainable business models, and four different coping strategies are derived from  the data.

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