Table Of ContentOrganizing
for
Sustainability
A Guide to Developing New
Business Models
Jan Jonker
Niels Faber
Organizing for Sustainability
·
Jan Jonker Niels Faber
Organizing
for Sustainability
A Guide to Developing New Business
Models
Jan Jonker Niels Faber
Nijmegen School of Management Campus Fryslân
JAB MC BV University of Groningen
Doetinchem, Gelderland,The Netherlands Leeuwarden, Friesland,The Netherlands
ISBN 978-3-030-78156-9 ISBN 978-3-030-78157-6 (eBook)
https://doi.org/10.1007/978-3-030-78157-6
Translation from the Dutch language edition: Duurzaam organiseren Template voor het ontwikkelen van
nieuwe businessmodellen by Jan Jonker, and Niels Faber, © Authors 2020. Published by Management
Impact. All Rights Reserved.
©The Editor(s) (if applicable) andThe Author(s) 2021.This book is an open access publication.
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Acknowledgements
Organizing for Sustainability is a sequel to the Organising for the Circular
Economy workbook (2018) and has been made possible through sponsorship
from the No-Waste Hackathon 2019 by a number of parties, namely: AVR
(Rotterdam/Duiven),Cirkelwaarde(Apeldoorn),Midwaste(Delft),Radboud
University (Nijmegen), Cyclus (Gouda/Moordrecht), and WEcycle (Zoeter-
meer). We are immensely grateful for their direct and indirect support in
enabling this publication.
We would like to sincerely thank the co-authors, who gave their time,
energy, and creativity free of charge.They are, in alphabetical order: Geanne
van Arkel, Fons Claessen, Koen Dittrich, Moniek Kamm, Ivo Kothman,
Naomi Montenegro Navarro, Erik van den Oord, Dorchanay Paykhar (first
version only), Jos Reinhoudt, Dave van Schaijk, Mirella Soyer, and Egbert
Willekes.
The following people have provided critical, constructive feedback on the
original book concept and subsequently wrote a short review, which you can
find at the beginning of the book.They are, in alphabetical order: Ron Boer,
MaaykeAiméeDamen,RonDijkstra,HildeEngels,FrankEvers,PieterFritz,
Timber Haaker, Isabelle Kock, Kim Poldner, Niels Smidt, and EdwinTuin.
The final version of this book has also been realized through the
active support of lecturers and students from, in alphabetical order: The
Hague University of Applied Sciences (The Hague), Radboud University
(Nijmegen), Rotterdam University of Applied Sciences (Rotterdam), and
SaxionUniversityofAppliedSciences(Deventer).Feedbackonthetemplate,
v
vi Acknowledgements
which was deployed in these universities’ courses, was received from over
300 participants from the above-listed universities where the template was
deployed. Feedback from 20 companies who applied the template to their
own organizations was also incorporated. We are very grateful to all of
these individuals—unfortunately there are too many to name and thank
individually—forgivingtheirtimefreelyandmakingvaluablecontributions.
We would like to thank the Boom/Management Impact publishing
company, and in particular, Anneke van Dijk, Freek Talsma, Douwe van
Randen,andEverdientenZijthofforthemanyyearsofpleasantcooperation
(this is certainly not our first book, but it is our last) and also for having the
courage to realize a publication that—in addition to a hard-copy version—is
also available as a free e-book.
We are also very much indebted to Kien van Hövell tot Westerflier for
allowing us to use the wonderful environment of her beautiful Grootstal
estate in Nijmegen (see www.landgoedgrootstal.nl). This inspiring location
has certainly helped create a beautiful book.
This publication would not have been possible without the financial
support of The Hague University of Applied Sciences, Rotterdam Univer-
sity of Applied Sciences, Saxion University of Applied Sciences, and TMO
Fashion Business School. We are very grateful to them. Through their
support, this publication will be made available in Dutch and English as a
free e-book.
This is also the last publication that will come about with the help of
the Foundation Our Common Future 2.0 (OCF 2.0, Doetinchem, NL). It
isthankstothisfoundationthatoverthelastdecadeawiderangeofwhitepa-
pers, workbooks, and books have been published in the field of sustain-
ability,theWEconomy,thecirculareconomyand,lastbutnotleast,business
modelling.These publications have reached a large audience of tens of thou-
sands of readers as a result of the relentless support and trust of the members
of the OCF 2.0 Foundation board. We extend our sincere thanks to each
of them, namely: Gerard Berendsen (chairman), Jan Jenniskens (secretary),
Sjoerd Zeyl (treasurer), Dré Kampfraath, and Hans van Kranenburg.
Praise for Organizing for Sustainability
“Every few years, our current economic system falls apart because we have
developed a monetary system based solely on capitalism.With this book and
the Business Model Template, Jan Jonker and Niels Faber provide a step-
by-step approach towards the necessary changes that our economic system
requires to make the existing linear processes future-proof. Interesting, and
very applicable in practice.”
—Ron Boer, Ecoron Relatiegeschenken
“Over the past years, we have seen a growing trend in which the pursuit
of multiple value creation in business is starting to occur—this constitutes
a revolution relative to the status quo of mainstream business models. This
book is for anyone who aims to challenge antiquated business models and
design tomorrow’s enterprises, in which social, ecological and financial value
creation are essential. Good luck.”
—Maayke Aimée Damen, Founder Excess Materials Exchange
“Our current economic system rests on the principles of private interests and
profit maximization. More and more, we see that in many ways this is at
the expense of our natural world thriving. This book shows how we can
shape the transformation to a new economy. An economy in which coopera-
tion and value creation are leading principles.The Business ModelTemplate
provides a useful tool for those who want to organize business according to
these principles.”
—Ron Dijkstra, Founder LoyalGarden
vii
viii Praise for Organizing for Sustainability
“This book is a compass in the adventure of entrepreneurship in a changing
world. I feel that the BMT should stimulate people to the extreme: Think
again, how can you make the world a better place? The rich countries are
so rich because we have ransacked the earth, and gained our wealth on the
backofothers.Wecallthistheexternalitiesthatarenotincludedintheprices
of the products. If we want to avoid these externalities, we should make our
approachinclusive.Thisistrueforthesocialdomainandcertainlyalsoforthe
ecological domain. What becomes extinct will never come back. The BMT
provides a basis for finding this much-needed inclusivity.”
—Hilde Engels, De Fruitmotor
“Manycompaniesthatareconsidering,orreconsidering,theirstrategystilldo
so using traditional linear business models, in which pursuing higher profits
areoftenattheexpenseofourearth.Thisbookisanalternativeforcompanies
andstudentswhowanttobestrategicallyinnovativeinasustainable,circular
manner so that they can create a healthy company in a healthy world.”
—Frank Evers, Senior Lecturer & Quality Control Coordinator,Windesheim
University of Applied Sciences
“AlongsidehearinginterestingspeakersandthinkersintheNetherlands,such
as Thomas Rau, Derk Loorbach and Jan Willem van de Groep, I got in
touch with Jan Jonker during my studies at Erasmus University Rotterdam
to discuss his theories. He has the unique gift of being able to lift you from
the daily routine of business as usual and make it crystal clear why, how, and
what things need to be changed as a society. He is an entrepreneur as well as
a professional. This book has been written as a manual and guide for intro-
ducing transition into your organization. If you believe in thinking, daring
and doing differently, to grow towards a resilient enterprise which, in terms
ofturnover,isstructurallylessdependentonthetraditionaleconomicfactors
and the current business as usual, this book will help you!!”
—Pieter Fritz, Sustainability Developer, Xidoor (Berkvens, Svedex, Limburgia
en Bod’or)
“In our roles as citizens, consumers, students, employees, investors or
decision-makers, we are facing the shared task of making our economy more
sustainable. This requires radically different ways of production, consump-
tion, and valuation, which must be sustainable, circular, and inclusive. This
book gives both students and practitioners a hands-on approach to exploring
new propositions and, in a collaborative effort, developing new business
models.”
—Timber Haaker, Professor of Business Models at Saxion University of Applied
Sciences
Praise for Organizing for Sustainability ix
“Over the past 25 years we at Interface have experienced how, by contin-
uing to challenge your organization, you not only become future-proof, but
successful as well.This book will help focus start-ups, existing organizations
andnewcollaborationsonhowtoaddresssocialandecologicalissuesintheir
business models.”
—Ton van Keken, COO Interface EAAA
“An accessible book that takes the new generation of change-makers by the
handandsupportsthemtodevelopnewandinnovativebusinessmodels.This
book is jam-packed with inspiring cases and concrete plans to help you get
downtobusinessstraightaway.Donotwaitanylonger:jointheadventureto
make your dream come true with the help of the BMT and have a genuinely
positive impact on business and society.”
—Kim Poldner, Professor of Circular Business atThe Hague University of
Applied Sciences and Founder of the Circular Fashion Lab
“With Organizing for Sustainability, the authors, led by Jan Jonker and Niels
Faber,makethenextstepinthedevelopmentofsustainablebusinessmodels.
Thisworkbookisbothin-depthandinspiringandprovidespracticaltoolsfor
those who want to embark on sustainable propositions.”
—Niels Smidt, Specialist, Sustainability Strategy & SharedValue
“Organizing for Sustainability and the BMT are the next steps towards
sustainable organizations and ecosystems. The book offers a practical
approach and contains plenty of examples from practice.The reader is chal-
lenged to get the organization to change as well in a world that is changing
faster and faster. It is the very balance between sustainability, human dignity
and profitability that is a precondition for successful business models in a
worldinwhichdigitalizationand(global)competitionarebecomingincreas-
ingly important. In this respect, the book also serves as a point of contact
with other disciplines to bring about change.”
—EdwinTuin, Change Expert
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