Business model innovation for sustainability: a food start-up case study

Purpose The purpose of this paper is to investigate and present the way in which a food start-up can develop business model innovations, taking into account the importance of social and environmental issues. Design/methodology/approach The authors studied an Italian pizzeria, implementing the illustrative single-case study methodology, to answer the research question: how can food start-ups develop a sustainable business model innovation? Findings The study highlights sustainable elements for each component of the business model configuration provided by Osterwalder to provide a deeper view of the sustainable business model concept. Originality/value The study contributes to the extant research introducing the concept of sustainable innovation within the business model literature. It concludes that, within the food industry, especially for start-ups, the development of sustainable business model innovation is particularly important because the industry is itself linked with nature and human respect. Moreover, it suggests a methodological analysis of the business model configuration, which will help to develop clearer and more accurate and influential research.