Sustainable Business Model Design

This article introduces the “Sustainable Business Model Design” (SBMD) framework, an integrative methodology that synthesises sustainable business model theory with Alexandrian pattern theory. Emphasising a pragmatic interpretation of design as transformative action, the framework’s foundations are explored, seeking to consolidate the theoretical underpinnings guiding SBMD and elucidate its principal conceptual components. The article further delves into the practical application of the framework as a tool for problem-solving and idea generation. It concludes with a discussion of analogical reasoning and conceptual combination, shedding light on the creativity-enhancing efficacy of SBMD patterns. Additionally, the article is a succinct primer for business designers interested in the practical utilisation of SBMD, particularly within contexts such as sustainability innovation and ESG strategy workshops.