At the International Conference on New Business Models (NBM2025), held at the University of Iceland in Reykjavík on June 25–26, 2025, Dr. Leonie Schlüter presented joint research conducted with Prof. Stefanie Bröring.

The contribution, titled “From ‘Evolutionary Myth’ to Reality? A Multiple Case Study of How Single Innovation Projects Can Catalyze Sustainable Business Model Transformation”, explores whether and how individual innovation projects can initiate broader transformations of business models toward sustainability, or whether they risk reinforcing the status quo. The study applies a multi-stage qualitative research design in the context of the specialty chemicals industry, as part of the Bio4MatPro project.

The presentation was part of the track “Actor Engagement in Sustainable (Circular) Business Model Innovation through Design Thinking and Other Practices”, chaired by Katrien Verleye (Ghent University), which focused on co-creation practices and actor involvement in circular business model innovation.

This year marked the 10th anniversary of the NBM conference series, which has developed into a dynamic international community of researchers and practitioners dedicated to advancing sustainable business models. Besides many academic contributions, highlights also included a speech by the President of Iceland, Halla Tomasdottir, who emphasized the role of personal leadership and value-driven principles in driving sustainability transitions, and a closing panel on economic resilience in the face of natural challenges such as volcanic eruptions and earthquakes.

Pictures: Leonie Schlüter