The Implementation of Business Sustainability 3.0 in a New Venture : A Single Case Study Through the Lense of the Actor-Network Theory

Abstract: BACKGROUND. Researcher have identified a relevance for profit-seeking new ventures to implement “Business Sustainability 3.0” standards in order to face current social and environmental challenges, like scarcity of resources. Research, moreover, suggest that new ventures would me more open to implementing the standards of “Business Sustainability 3.0”. The authors of this thesis initiate this field of research in the context of a new venture in the form of a single case study. PURPOSE. The purpose of this study is to explore the implementation process of “Business Sustainability 3.0” standards in a new venture. The aim is to identify challenges in the implementation process and how they can be approached by new ventures. METHODOLOGY. The implementation process of “Business Sustainability 3.0” standards was researched based on a single case study in a new venture striving to achieve the standards. The authors conducted a semi-structure interview with a sustainability manager within the company. The empirical data was analyzed based on the translation process of the Actor-Network Theory. RESULTS. The authors conclude that a new venture cope with “Business Sustainability 3.0” by making use of being a new venture founded with a specific purpose and by addressing challenges that appear during the implementation process. Two measures are suggested to support addressing these challenges: striving for transparency and internalizing the standards for the company’s compartments. The Actor-Network translation process is considered to be a suitable method when analyzing the integration process of “Business Sustainability 3.0”.