A ‘storytelling science’ approach making the eco-business modeling turn

• Main Authors: David Michael Boje, Kenneth Mølbjerg Jørgensen
• Format: Article
• Language: English
• Published: Aalborg University Press 2021-02-01
• Series: Journal of Business Models
• Online Access: https://journals.aau.dk/index.php/JOBM/article/view/3454

Purpose: To develop a transdisciplinary ecological-business model paradigm (eco-business modelling). Design Methodology Approach: We do that in four steps. First step is an analysis of the ways triple bottom line and circular economy emplotments have colonized and co-opted the United Nations and European Union Agenda 2030 initiatives by privileging business-as-usual scenarios of ‘sustainable development. Findings: The challenge is instead to create comprehensive ecological business models that foster worst-case and best case scenario comparisons with status quo business-as-usual. Originality Value: We propose that business modeling is about storytelling, making ‘bets on the future’ scenarios and propose a ‘five worlds of storytelling model’ to business modeling. Research Implications: ‘New Business models’ (NBMs) research is getting beyond silo building to develop interdisciplinary and multidisciplinary theory, research, and praxis that is ecologically accountable. The contribution is to propose a ‘self-correcting’ storytelling method of iterative, ‘crossover storytelling conversations’ as a way of developing collaborative ‘interdisciplinary research projects’ across specialized business model disciplines. We contend that self-correcting storytelling conversations fit scientific methods of inquiry to allow business modelers comparison of alternative future scenarios for more effective risk management. Practical Implications: We call for crossover conversations that challenge unintended consequences of the triple bottom line and circular economy business models. Social Implications: With ozone depletion, climate change, natural resource depletion, loss of biodiversity and habitat — there are pressures to develop ecologically sensitive business models. Classification: Conceptual Paper Key words: eco-business models, storytelling, triple bottom line, circular economy, scenario-analysis, transdisciplinary conversations