Business model transformation toward sustainability: the impact of legitimation
Purpose – This study aims to identify the legitimacy issues raised during a sustainable business model innovation, deployed by an Italian company, which was analyzed through the lens of the legitimation theory and the business model innovation theory.
Design/methodology/approach – A single case study methodology is employed for empirical research.
Semistructured interviews, with top and middle management, were conducted together with the analysis of several internal and external documents, to corroborate the case analysis.