Högskolan i Skövde

The extant literature on traditional and sustainable business models lacks insights into how strong sustainability-that is, constraining economic and social activities within the limitations of natural resources-can shape business models. Thus, the purpose of this article is to propose a business model framework based on the principles of strong sustainability (SSBM). The proposed framework is developed combining available literature and empirical insights from a qualitative abductive study of 12 permaculture business ventures in Sweden. The results identify nature as the primary stakeholder and recommend strong local anchorage, the creation of diversified income sources, deliberate limitations on economic growth, the infusion of the business model with a systemic and ecosystem perspective, and the design of value flows beyond financial aspects. The discussion reflects on the most important results, provides practical implications and managerial guidelines, and suggests future research in the SSBM.