1-2 July 2020
Hosted by Radboud University, Nijmegen The Netherlands
online conference on
New Business Models
Sustainable. Circular. Inclusive.
Edited by Nusi Cornelissens ISBN 978 90 830787 0 0
Conference Chairs Professor Dr. Jan Jonker and Dr Niels Faber.
NBM2020 is a initiative of the Chair for Sustainable Entrepeneurship, Radboud University, Nijmegen School of Management.
Edited in June 2020.
We thank the numerous authors and reviewers without whom these proceedings would not have been possible!
Disclaimer
The editors have taken the utmost care to ensure the reliability and completeness of all the published information. However, inaccuracies cannot be precluded.
While the greatest possible care was taken during the preparation of these proceedings, there is always the possibility that certain information of sources referred to become(s) outdated or inaccurate over the course of time. Certain references in these proceedings lead to information sources that are maintained by third parties and over which we have no control. The editors and authors therefore do not bear responsibility for the accuracy or any other aspect of the information from these sources. In no way does the mention of these information sources represent a recommendation by the editors or the authors or an implicit or explicit approval of the information. The editors and authors are not responsible for the consequences of activities undertaken on the basis of these proceedings. No part of these proceedings may be reproduced by means of print, photocopies, automated databases or in any other way, without the prior written permission of the corresponding authors. The texts in this publication do not aim to the discriminatory in any way on the basis of race, religion or sex. Wherever it says ‘he’ in the text, ‘she’ may naturally be read as well and vice versa.
Reference
Jonker, J., Faber, N. (2020). Proceedings 5th International Online Conference on New Business Models. Nijmegen, OCF 2.0, Doetinchem (NL).
Partners
www.ru.nl www.newbusinessmodels.info www.nwo.nl/en
www.tno.nl/en
Words of Welcome 9
Conference Organisation Team 11
Conference Programme 1st July 2020 15
Conference Programme 2nd July 2020 16
Plenary Keynotes 17
Harry Garretsen (NWO) 18
Marinke Wijngaard (TNO) 19
Invited Keynotes 20
Pieter Jelle Beers 21
Fenna Blomsma 22
René Bohnsack 23
Frank Boons 24
Maayke Damen 25
Rick Edgeman 26
Jacob Eskildsen 27
Niels Faber 28
Karl Francken 29
Timber Haaker 30
Jan Jonker 31
Florian Lüdeke-Freund 32
Christian Nielsen 33
Lars Jacob Tynes Pedersen & Sveinung Jorgensen 34
Kim Poldner 35
Susan S eet 39
rnold Tukker 40
Ral h Turm 41
lka Weisbrod 42
Sjors Witjes 43
rthur ten Wolde 44
Poster Presentations 5
Tove ntonissen 46
aleska Geldress-Weiss Nicol s Gembetta Nathaniel Massa
Skania Geldres-Weiss 48
Marc Kaharan 49
P ivi Luoma 74
Medhi Montakhabi Shenja van der Graa Pieter Ballon 80
Rudol Schnee 82
Sergio S arviero 88
Rembrandt egers 92
Conference T emes 97
T eme I ocietal transition societal and economic level 9
Claudia lba Ortu o and Nikolay Dentchev 99
Hellen Lillian tieno Da o and Thomas B Long 102 Nancy Bocken lka Weissbrod and Maria ntikainen 106 Paul van Boerdonk Harold Krikke and Wim Lambrechts 111
bel lan Dia Gon ale and Nikolay Dentchev 116
Hanna Dijkstra 121
Rick Edgeman 122
Manon Eikelenboom and Thomas B Long 124
Phili e Maurice Eiselein Nikolay Dentchev and Claudia lba
Ortu o 127
Karen Janssen Frits Schultheiss and Han van Son 147
Joana Kleine J ger and Laura Piscicelli 165
Wim Lambrechts ndre Mitchell Mark Lemon Ward Ooms
and Rikkert van Heerde 171
Wim Lambrechts ngrid Moldere and Ronald enn 174
Minna Lammi and Maria ntikainen 178
Ed ard Langham 183
Margot M slinger Jaco uist and Ral h Lindeboom 188 Tamara Oukes Frank Berkers David Langley and riane
von Raes eld 207
le andra Pal kill and Karoline ugenstein 218
Julia Planko Evert-Jan el ing Maryse Cha in and ngrid
Wakkee 221
Kas er Ploegman and Daan Gijsbers 228
Kim Poldner 230
Jaco uist and Foteini Kouko oulou 234
vana Radic and Mechthild Donner 237
Jason Roncancio Marin Nikolay Dentchev and bel lan Dia
Gon ale 243
Julian Schenten and Timo Braun 246
Petra Soltés and Gyula ilahy 250
Monserrat Soto Nikolay Dentchev and Jason Roncancio 253
Lars Stru eit and Nancy Bocken 259
Sybrith Marije Tiekstra 264
Marlies van Tilburg Harold Krikke and Wim Lambrechts 270
Myrthe elter Nancy Bocken erena Bit er and Rene Kem 285
Fanny Wahlstr m 291
De uan Wang and Krys to Dembek 297
nanda Wyss and Michael von Kut schenbach 302
Dimitrios evgenos Brian Baldassarre Nancy Bocken and
Giulia Calabretta 314
T eme II Organisational transformation sectoral and organisational 0 Bas van den Berg Tim den Hoedt and Kim Poldner 331
Else Boutkan and Henk Hadders 332
Niklas Endregat and Bartjan Pennink 340
Tobias Froese 342
Burcin Kalabay Hati oglu 351
Maya Hoveskog Nicole Norris and Francesca Ostu i 357
Moniek Kamm 369
Han van Klee and Donald Ro es 373
Jonneke de Koning Tim den Hoedt Frank Berkers Sander
Limonard and Egbert Willekes 374
Jessica Langerstedt Wadin and Eva Svensson Myrin 381 Kaisa Manninen Minttu Laukkanen and Janne Huiskonen 386 Neda Mu ho Nikolay Dentchev and Rumen Gechev 387
nnukka N yh So ia Leinonen Janne Kotiaho Matleena
K i Silja Tuunanen and Johanna Maksimainen 392
Daiteng Ren and Peter Ho man 397
Sabrina Schmidt and Frieder Rubik 399
e uan 400
T eme III Organisation Im act 01
na Paula Bar uet Musta a nil Sa ran and Holger Kohl 402 Fenna Blomsma Mike Tennant and Geraldine Brennan 405
Egbert Dommerholt 439
Morris Dino Fedeli and Florian Lüdeke-Freund 440
aleska Geldres-Weiss Nicol s Gambetta Nathaniel P
Massa and Skania L Geldres-Weiss 446
Marco van Hees and nge Oskam 447
le Krmela and veta imberov 455
Maren ngrid Kro eld and Maike Gossen 456
Florian Lüdeke-Freund Kr ys to Dembek and Francesco Rosati 457
Serene Tru i and Silvia Cantele 463
Evert-Jan el ing and Julia Planko 490
ndreas Wagner and David Bendig 497
Bob Willard 508
Egbert Jelle Willekes Jan Jonker and Koos Wagensveld 512
T eme I oung cademics 519
T eme T O Circular usiness 521
Constructing collaborative innovation (Track 21) 522 Orchestrating the innovation ecosystem (Track 22) 522
Behavior and ada tation (Track 23) 522
Determining and measuring im act (Track 24) 522
Plat orm or ccelerating the Circular Economy (Track 25) 523
TO (Track 26) 523
T eme I WO ustainable usiness odels 52
DBM
Transition to sustainable business models leadershi and the
measurement o shared value creation 525
scaling car sharing in the Netherlands 525 Sustainable business models in ractice circular designed
su ly chain 526
DBM
ction Re ertoire or Distributed Business Models in
nclusive Business alue Chains 526
Transitioning To ards a Circular Economy The Role o
Circular Start- Hubs 526
Transitions to ards more sustainable business models in
a com le stakeholder ield 527
ecial Trac s 52
Marie Curie Training Net ork 529
Glenn guilar Hernande and rnold Tukker 530
rnold Tukker 531
nvesting in SMBs 532
ohannes lamere 533
Lucy Chamberlin 534
Jan Koniet ko 535
ivian Tunn 536
ilogue 5 7
embers of t e Permanent International cientific Committee 5 9
bout i megen c ool of anagement 5 0
ords of e co e
Before you lie the roceedings of the New Business odels 2 2 edition. This is the th edition in a row. After Toulouse 2 , ra 2 , ofia 2 and Berlin 2 , this edition is taking lace virtually at the Radboud University in the Netherlands. The outbreak of the devastating andemic has forced us to turn an almost organised, wonderful face to face event into an online, virtual ha ening.
or the last three months, we have been re inventing ourselves, encountering uestions and learning about technology that was in many res ects new to us.
But, in the end, and the enormous efforts of our great team, we have made it. As a result, we are facing a great if not to say wonderful lustrum edition of the conference.
ou have the o ortunity to e erience over online resentations, oster sessions, a staggering number of over 2 on demand key notes, two lenary sessions and all kind of features to connect via chats, bulletin boards and what have you. e e ect u to attendees coming from over different nations.
There is more to see, attend and eo le to meet during two days than fit in the hours of the day.
ome key features we have included in the online environment are in order for artici ants to get the most out of the conference. As a s ecial feature this conference has virtual meeting rooms, called Round Tables. All conference
artici ants may book a round table for u to eo le. The Round Tables are intended to discuss lans, resentation or any other subject that is considered im ortant with regards to the conference themes.
too much content for the two conference days, oster sessions and invited key notes are available on demand. This allows for all to get a flavour of what is coming and watch each contribution at you their own ace and liking.
e are very thrilled about this first virtual edition of the New Business odels conference and ho e that in these days give am le time to study the set u via the various ieces of content all contributors have to offer. njoy the osted material. njoy the resentations. f you have any uestions do not hesitate to contact us, or the technical su ort team.
e wish you a great informative, e citing time. njoy on behalf of us and a great team that hel ed this conference bring to life. irst and foremost, we e ress our gratitude for the su ort and trust rovided by the utch National Research
rgani ation for undamental Research N and the utch National Research rgani ation for A lied Research TN . ithout their s onsorshi , this
conference would not have been ossible. Ne t, in articular we like to give a reat A lause and warm Thank ou to in al habetical order : eanne van Arkel, ustus Bottenheft, Nusi ornelissens, orneel ogendoorn, oniek amm,
enk an van fferen and Arthur ent el. Besides we thank the technical staff of A , i hair and onftool for their latforms and technical su ort offered enabling the transition to a virtual conference.
an onker Niels aber
hairs of the th edition of the New Business odels onference, Radboud University Nijmegen The Netherlands
Conference Proceedings: Book of Abstracts
toe oegen
Conference rganisation ea
Radboud University Nijmegen | The Netherlands 11
an onker onference hair
an on er is rofessor of ustainable ntre reneurshi at the Nijmegen chool of anagement at Radboud University Nijmegen The Netherlands . n his home country he has been listed for seven years in a row among the To most influential reen utch eo le. is research focuses on transformational trends in society, the develo ment of new business models and how these develo ments are related to organi ational change and societal transition. is a roach is often based on crowd thinking, which im lies engaging with large grou s of eo le in s ecific research rojects in order to e lore and ossibly solve issues as a collective endeavor. As a conse uence many eo le consider him a kind of academic activist , wanting to create change and to have im act. e did a T in 2 link and one in 2 for de uro ean Union on the central conce ts he is working on. e is author of over books among which three bestsellers on New Business odels in the last ten years. ore and more he now focuses on a generation of business models that enable traction towards a more durable, more just society.
Niels aber conference co chair
r ie s a er Niels aber has been an active researcher on social sustainability since 2 2. urrently, he holds a osition as assistant rofessor at the entre of ustainable ntre reneurshi of the University of roningen, am us rysl n.
Additionally, he holds ositions as researcher at the Nijmegen chool of anagement N , Radboud University Nijmegen, the Netherlands, and lecturer at the an e University of A lied ciences in roningen, the Netherlands. is current research focuses on two to ics: circular business models and 2 the im lication of cry to technology as enabler of common value time, energy, mobility , eer to eer e change amongst citi ens. e has authored over
ublications including books, cha ters, scientific a ers, and conference a ers.
toe oegen
Conference Progra e
Radboud University Nijmegen | The Netherlands 14
234567 Track 2.1Track 4.1Track 8.1Track 21Track 13Tracels for transitionBuilding ecosystems in support of social entrepreneursCircular business modelsNew business models, sustianable development and corporatestrategic management Challenges and opportunities for Sustainable Business Model Innovation in practice Transition to sustainable business models: the better business scanInve
Nikolay Dentchev & Abel DiazAbhishek AgarwalRomana Rauter & Yuliya SnihurKe Wang (PACE)Thorben KwakkenbosAdrieer, V. & Kemp, R. Reconfiguring Sustainable Business Model utch intermediary (131) Lambrechts, W., Molderez, I. & Venn, R. Social Entrepreneurs AndTheir Business Models: In Search Of Other Ways To Integrate Social Impact (154) Edgeman, R. The circle game: poetry, and sustainble enterprises(141) van Kleef, H. & Ropes, D. Waste Management Firms as Catalysts for Developing SME’s Circular Business models: the Possibilities ofIndustrial Symbiosis (112) van Tulder, R. Transition to sustainable business models: the better business scan.
van Son, H. The Shared Vision Paradox el Development (128) Eiselein, P., Dentchev, N. & Alba Ortuño, C., Social Enterprises AndStakeholder Engagement - Social Network Insights From Bolivianand Belgian Cases (186) van Tilburg, M., Krikke, H., & Lambrechts, W. The Role of Buyer-supplier Relationship Management As a Means To Enhance theImplementation of Circular Business Models (117) Ren, D. & Hofman, P. Institutional Work For Value Logics In FamilyBusiness: Evidence From Chinese Family Firms (116) van Arkel, G. Better business scan: insights from Interface. y into the Process and Emergingon to a Circular Economy: Three Cases) Diaz Gonzalez, A. & Dentchev, N. Ecosystems in Support of Social Entrepreneurs: A Literature Review (182) Wahlström, F. Value Proposition Design of Circular Business Models: A Study of Consumer Acceptance (123) Hoveskog, M., Norris, N., & Ostuzzi, F. Improving the Flourishing Business Canvas through Design. Experiments in Belgium, Swedenand Canada (126)reation In Open Business Models: An (202) Soto, M., Dentchev, N. & Roncancio, J. Towards Paperless Business Models In The Healthcare Sector (183) Manninen, K., Laukkanen, M., & Huiskonen, J. Value Creation Processes vs. Outcomes in Management of Sustainable Business Models (127)
Track 2.2Track 4.2Track 27Track 22Track 18Tracietal interactionsBuilding ecosystems in support of social entrepreneursCircular business modelsCircular European Economy Innovative Training Network (Circ€uit) I: Project presentations on aspects of a circularity transition. Workshop Value Case MethodologyAction repertoire for distributed business models in inclusive business value chains Transtak
Nikolay Dentchev & Abel DiazWim LambrechtsArnold TukkerMirjam Groote SchaarsbergenTamara OukesHans
stainable Business Models For UrbanRoncancio, J., Dentchev, N. & Diaz Gonzalez, A. Entrepreneurial Universities: Tackling social, environmental, and economical challenges (184) Kleine Jäger, J. & Piscicelli, L. Collaborations for Circular Food Packaging: The Set-up and Partner Selection Process (170) Aguilar-Hernandez, G., & Tukker, A. Macro-level assessment of economic, social, and environmental implications of circularity. Oukes, T., Derks, M., & von Raesfeld, A. How to collaboratively scaleinclusive business models in developing countries? We present our ecosystem approach based on six elements and illustrate it with aninspiring case. BeenFokk ommunity Involvement Strategies for Research in the Social Housing Sector Wyss, A. & von Kutzschenbach, M. How to Better Educate for MoreSustainability: Entrepreneurship for Sustainability in Business Schools. (178) Tomassini, L. & Cavagnaro, E. Circular Economy in Hospitality: AStudy On How Small Hospitality Firms Understand The Social Dimension Of Circularity (150) Chamberlin, L. Engaging consumers with a circular economy through design and communication. de Gturb . Consumers in Circular Economy – Focus nderstand Acceptance of New Business Alba Ortuño, C. & Dentchev, N. Social Entrepreneurial Ecosystems atthe Bottom of the Pyramid: Engagement of International Organizations (187) Möslinger, M., Quist, J., & Lindeboom, R. Circular Business Models In Food & Beverage Industry: Canvas, Indicators, Illustrated For ABrewery (198) Tunn, V. Circular business models: why do consumers matter?Shnatransintrahe Role of alternative Business Modelsnable Transitions - The Example ofuppertal (146) Radic, I. & Donner, M. Circular Business Models In The Olive Oil Sector (203) Alamerew, Y. Interplay among the building blocks of circulareconomy.
Track 9.1Track 4.3Track 28Track 23Track 17Tracietal interactionsRural, regional business models and methodologyCircular business modelsCircular European Economy Innovative Training Network (Circ€uit) II: Presentation and interactive discussion on the transition to a circular economy Measuring impact: tools and applicationsSustainable business models in practice: on the role and impact of intrapreneurial circular purchasing Book Moniek KammHarold KrikkeArnold TukkerJamilja van der MeulenBart VosJan Joy, D. & von Raesfeld, A. Collaborative f-the-Pyramid Context (163) Näyhä, A., Leinonen, S., Janne, K., Matleena, K., Silja, T., & Johanna, M. Sustainable business Models Of Finnish SMEs: Specific Features And Challenges In Organizational Transitions (107) Xevgenos, D., Baldassarre, B., Bocken, N., & Calabretta, G. Industry Water Production & Circular Business Modeling (157) Konietzko, J. Innovation towards a sustainable and circular economy: an ecosystem perspective. Berkers, F. Continuing the TNO-trackVos, B., Neesen, P., & van Assen. Sustainable business models inpractice. AnnabBusin lthcare for Sustainable Society: Using and Societal Interactions for Boutkan, E. & Hadders, H. Towards a Bioregional Model of Regenerative Communities and Transformative Learning (162) Schenten, J. & Braun, T. Enabling Transition With Business ModellingOf Chemicals Traceability Along The Supply Chains (191) Tukker, A. Circular Economy Myths.van der Meulen, J. Introduction of speakersFloriaSusta ., Lemon, M., Ooms, W. & van Heerde, using Associations To Sustainableildings And Retrofits (167) Froese, T. Business Models As Configurations Of 'Practice Patterns': A New Conceptual Framework (171) Dijkstra, H. Upscaling circular innovations to reduce marine plastics pollution (192) Panel discussion: Aktas, E., Sakao, T., Balkenende R., Bourlakis, M., & Bocken, N. van Harmelen, T. & Kornuit, S. Measuring impact: tools and applications Jan Jofor T
Behavioral Dimensions Of Business ings (176) Strupeit, L. & Bocken, N. Towards Circular Business Models in the Solar Power Sector: A Framework and Guide to Support the Designand Execution of Business Experiments (119) van Harmelen, T. Closing the sessionJan JoTem COFFEE BREAK7 ROUND TABLES
Berkers, F. Continuing the TNO-trackGroote Schaarsbergen, M. Value Case Methodology.Pons, H. Why is the Value Case valuable.Hajonides, T. & Groote Schaarsbergen, M. Workshop part I.Rovers, R. Value Case Methodology.Hajonides, T. & Groote Schaarsbergen, M. Workshop part II.Groote Schaarsbergen, M. Value Case Methodology.Panel discussion: Groote Schaarsbergen, Pons, Hajonides, Rovers
COFFEE BREAK7 ROUND TABLES LUNCH BREAK7 ROUND TABLES van der Meulen, J. Introduction TNO- tracksWang, K. Introduction of speakersGeradts, M. Implementing PSS in built environment, barriers, opportunities, learningsBocken, N. Circular business model experimentation, tools and the case of HomieTucker. A. New business models: the panacea for a circulareconomyTepper, H. Implementing PSS in capital equipment – barriers, opportunities, learningsPanel discussion: Geradts, Bocken, Tucker, Tepper and Wang Wang, K. Closing the session. DAY 1
7 ROUND TABLES Opening virtual roomConference openingWord of welcome - Jan JonkerMunicipality Nijmegen - Hubert BrulsRadboud University Nijmegen - Wilma de Koning - Vice president Executive BoardKeynote NWO-MAGW - Harry GarritsenKeynote TNO - Marinke Wijngaard
