Sustainable Business Model in a Company Certified by the B System
DOI:
https://doi.org/10.5020/2318-0722.2025.31.e16541Palavras-chave:
Sustainability, dual-career families, B SystemResumo
The objective is to analyze the characteristics of the sustainable business model of a company certified by the B System. A single case study was conducted in a packaging industry certified by the B System, located in Rio Grande do Sul. Data were collected through semi-structured interviews, documents, and non-participant observation. The data were analyzed using NVivo software. The main results show that the company operates by addressing social and environmental problems; the certification benefits the business model; its leadership holds social and environmental values; and it uses sustainability indicators as a means of continuous improvement of the sustainable business model.
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Este artigo é uma tradução em English do artigo:
Modelo de Negócio Sustentável em uma Empresa Certificada pelo Sistema B
Referências
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Alonso-Martinez, D., Marchi, V. de, & Maria, E. (2021). The sustainability performances of sustainable business models. Journal of Cleaner Production, 323, 129-145. https://doi.org/10.1016/j.jclepro.2021.129145
Associação Brasileira de Embalagens. (2022). Site institucional. www.abre.org.br
B Lab. (2021). B-lab e certificação B. https://www.bcorporation.net/pt-br/
Baldo, M. (2019). Acting as a benefit corporation and a B Corp to responsibly pursue private and public benefits: The case of Paradisi Srl (Italy). International Journal of Corporate Social Responsibility, 4(1), 1-18. https://doi.org/10.1186/s40991-019-0042-y
Bardin, L. (2016). Análise de conteúdo. Edições 70.
Bianchi, C., Reyes, V., & Devenin, V. (2020). Consumer motivations to purchase from benefit corporations (B Corps). Corporate Social Responsibility and Environmental Management, 27(3), 1445-1453. https://doi.org/10.1002/csr.1897
Boons, F., & Lüdeke-Freund, F. (2013). Business models for sustainable innovation: State-of-the-art and steps towards a research agenda. Journal of Cleaner Production, 45, 9-19. https://doi.org/10.1016/j.jclepro.2012.07.007
Coelho, M. B., Fragoso, E. J. N., Santiago, A. M. dos S., & Pinheiro, F. A. (2020). Gestão de pessoas e sustentabilidade: Aspectos empíricos e práticos. Revista de Psicologia, 14(51), 349-365. https://doi.org/10.14295/idonline.v14i51.2582
Correa, M. E. (2021). Sistema B e as Empresas B na América Latina: Um movimento social que muda o sentido do sucesso empresarial. CAF Banco de Desenvolvimento da América Latina. https://scioteca.caf.com/handle/123456789/1716
Correa, M. E., & Van Hoof, B. (2015). Negocios Sostenibles y las Empresas B. In B. Van Hoof, & H. Gómez (Eds.), Pyme de avanzada: Motor del desarrollo en America Latina (pp. 121-134). Universidad de Los Andes.
Evans, S., Vladimirova, D., Holgado, M., Van Fossen, K., Yang, M., Silva, E. A., & Barlow, C. Y. (2017). Business model innovation for sustainability: Towards a unified perspective for creation of sustainable business models. Business Strategy and the Environment, 26(5), 597-608. https://doi.org/10.1002/bse.1939
Feil, A. A., & Schreiber, D. (2017). Sustentabilidade e desenvolvimento sustentável: desvendando as sobreposições e alcances de seus significados. Cadernos EBAPE.BR, 15(1), 667-681. http://dx.doi.org/10.1590/1679-395157473
Fernandes, J. A. L., Sousa, J. M., Filho, & Viana, F. L. E. (2021). Sustainable business models in a challenging context: The Amana Katu Case. Revista de Administração Contemporânea, 25(3), 1-17. https://doi.org/10.1590/1982-7849rac2021200205.en
Ferreira, D., Silva, P., & Madeira, T. F. (2019). Embalagens verdes: Conceitos, materiais e aplicações. Revista Americana de Empreendedorismo e Inovação, 1(2), 28-39. https://doi.org/10.33871/26747170.2019.1.2.2780
Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), 200-227. https://doi.org/10.1177/0149206316675927
Gamble, E. N., Parker, S. C., & Moroz, P. W. (2020). Measuring the integration of social and environmental missions in hybrid organizations. Journal of Business Ethics, 167(2), 271-284. https://doi.org/10.1007/s10551-019-04146-3
Gehman, J., & Grimes, M. (2017). Hidden badge of honor: How contextual distinctiveness affects category promotion among certified B corporations. Academy of Management Journal, 60(6), 2294-2320. https://doi.org/10.5465/amj.2015.0416
Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401-416. https://doi.org/10.1016/j.jclepro.2018.06.240
Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135(5), 1474-1486. https://doi.org/10.1016/j.jclepro.2016.06.067
Kim, Y. (2021). Certified corporate social responsibility? The current state of certified and decertified B Corps. Corporate Social Responsibility and Environmental Management, 28(6), 1760-1768. https://doi.org/10.1002/csr.2147
Kirst, R. W., Borchardt, M., Carvalho, M. N. M. de, & Pereira, G. M. (2021). Best of the world or better for the world? A systematic literature review on benefit corporations and certified B corporations contribution to sustainable development. Corporate Social Responsibility and Environmental Management, 8(6), 1-18. https://doi.org/10.1002/csr.2160
Laasch, O. (2018). Beyond the purely commercial business model: Organizational value logics and the heterogeneity of sustainability business models. Long Range Planning, 51(1), 158-183. https://doi.org/10.1016/j.lrp.2017.09.002
Landim, A. P. M., Bernardo, C. O., Martins, I. B. A., Francisco, M. R., Santos, M. B., & Melo, N. R. de. (2016). Sustentabilidade quanto às embalagens de alimentos no Brasil. Polímeros, 26, 82-92. https://doi.org/10.1590/0104-1428.1897
Lavnitcki, L., Baum, C. A., & Becegato, V. A. (2018). Política Nacional dos Resíduos Sólidos: Abordagem da problemática no Brasil e a situação na região sul. Ambiente & Educação, 23(3), 379-401. https://doi.org/10.14295/ambeduc.v23i3.7783
Lüdeke-Freund, F., & Dembek, K. (2017). Sustainable business model research and practice: New field or passing fancy? Journal of Cleaner Production, 168, 1668-1678. https://doi.org/10.1016/j.jclepro.2017.08.093
Lüdeke-Freund, F., Carroux, S., Joyce, A., Massa, L., & Breuer, H. (2018). The Sustainable Business Model Pattern Taxonomy: 45 patterns to support sustainability-oriented business model innovation. Sustainable Production and Consumption, 15, 145-162. https://doi.org/10.1016/j.spc.2018.06.004
Morioka, S. N., Bolis, I., Evans, S., & Carvalho, M. M. (2017). Transforming sustainability challenges into competitive advantage: Multiple case studies kaleidoscope converging into sustainable business models. Journal of Cleaner Production, 167, 723-738. https://doi.org/10.1016/j.jclepro.2017.08.118
Näyhä, A. (2020). Finnish forest-based companies in transition to the circular bioeconomy-drivers, organizational resources and innovations. Forest Policy and Economics, 110, 101-136. https://doi.org/10.1016/j.forpol.2019.05.022
Oliveira, V. M., Correia, S. É. N., & Gomez, C. R. P. (2016). Cultura de consumo, sustentabilidade e práticas empresariais: Como as empresas podem contribuir para promover o valor simbólico da sustentabilidade nas atividades de consumo? Revista de Gestão Ambiental e Sustentabilidade, 5(1), 61-77. https://doi.org/10.5585/geas.v5i1.335
Opoku, A., Cruickshank, H., & Ahmed, V. (2015). Organizational leadership role in the delivery of sustainable construction projects in UK. Built Environment Project and Asset Management, 5(2), 154-169. https://doi.org/10.1108/BEPAM-12-2013-0074
Organização das Nações Unidas. (2015). Objetivos do desenvolvimento sustentável. https://brasil.un.org/pt-br/sdgs
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Paelman, V., Cauwenberge, P. V., & Bauwhede, H. V. (2021). The impact of B Corp certification on growth. Sustainability, 13(13), 1-16. https://doi.org/10.3390/su13137191
Pascual, J. A. V., Lopes, A. R., Marín, A. J. T., & Vázquez, B. L. (2021). Multiple paths for being recognized as a high impact firm in the banking sector. Economic Research, 34(1), 2790-2811. https://doi.org/10.1080/1331677X.2020.1842224
Petrini, M., Scherer, P., & Back, L. (2016). Modelo de negócios com impacto social. Revista de Administração de Empresas, 56(2), 209-225. https://doi.org/10.1590/S0034-759020160207
Rodrigues, J. (2016). O Movimento B Corp: Significados, potencialidades e desafios [Tese de Doutorado, Universidade de São Paulo]. Biblioteca Digital de Teses e Dissertações da USP. https://doi.org/10.11606/D.12.2017.tde-19122016-152403
Schaltegger, S., Lüdeke-Freund, F., & Hansen, E. G. (2016). Business models for sustainability: A co-evolutionary analysis of sustainable entrepreneurship, innovation, and transformation. Organization & Environment, 29(3), 264-289. https://www.jstor.org/stable/26164769
Sinkovics, N., Gunaratne, D., Sinkovics, R. R., Molina-Castillo, F.-J. (2021). Sustainable business model innovation: An umbrella review. Sustainability, 13(13), 7266-7285. https://doi.org/10.3390/su13137266
Sistema B Brasil. (2021). Relatório Anual 2020. https://www.sistemabbrasil.org/sobre
Stubbs, W. (2017). Characterising B Corps as a sustainable business model: An exploratory study of B Corps in Australia. Journal of Cleaner Production, 144, 299-312. https://doi.org/10.1016/j.jclepro.2016.12.093
Stubbs, W., & Cocklin, C. (2008). Conceptualizing a sustainability business model. Organization & Environment, 21(2), 103-127. https://doi.org/10.1177/1086026608318042
Tabares, S. (2021). Do hybrid organizations contribute to sustainable development goals? Evidence from B Corps in Colombia. Journal of Cleaner Production, 280(3), 124-145. https://doi.org/10.1016/j.jclepro.2020.124615
Villela, M., Bulgacov, S., & Morgan, G. (2019). B Corp certification and its impact on organizations over time. Journal of Business Ethics, 170(2), 343-357. https://doi.org/10.1007/s10551-019-04372-9
Wilburn, K., & Wilburn, R. (2014). The double bottom line: Profit and social benefit. Business Horizons, 57(1), 11-20. https://doi.org/10.1016/j.bushor.2013.10.001
Yin, R. K. (2015). Estudo de caso: Planejamento e métodos. Bookman.
Zott, C., Amit, R., & Massa, L. (2011). The business model: Recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/10.1177/0149206311406265
Alonso-Martinez, D., Marchi, V. de, & Maria, E. (2021). The sustainability performances of sustainable business models. Journal of Cleaner Production, 323, 129-145. https://doi.org/10.1016/j.jclepro.2021.129145
Associação Brasileira de Embalagens. (2022). Site institucional. www.abre.org.br
B Lab. (2021). B-lab e certificação B. https://www.bcorporation.net/pt-br/
Baldo, M. (2019). Acting as a benefit corporation and a B Corp to responsibly pursue private and public benefits: The case of Paradisi Srl (Italy). International Journal of Corporate Social Responsibility, 4(1), 1-18. https://doi.org/10.1186/s40991-019-0042-y
Bardin, L. (2016). Análise de conteúdo. Edições 70.
Bianchi, C., Reyes, V., & Devenin, V. (2020). Consumer motivations to purchase from benefit corporations (B Corps). Corporate Social Responsibility and Environmental Management, 27(3), 1445-1453. https://doi.org/10.1002/csr.1897
Boons, F., & Lüdeke-Freund, F. (2013). Business models for sustainable innovation: State-of-the-art and steps towards a research agenda. Journal of Cleaner Production, 45, 9-19. https://doi.org/10.1016/j.jclepro.2012.07.007
Coelho, M. B., Fragoso, E. J. N., Santiago, A. M. dos S., & Pinheiro, F. A. (2020). Gestão de pessoas e sustentabilidade: Aspectos empíricos e práticos. Revista de Psicologia, 14(51), 349-365. https://doi.org/10.14295/idonline.v14i51.2582
Correa, M. E. (2021). Sistema B e as Empresas B na América Latina: Um movimento social que muda o sentido do sucesso empresarial. CAF Banco de Desenvolvimento da América Latina. https://scioteca.caf.com/handle/123456789/1716
Correa, M. E., & Van Hoof, B. (2015). Negocios Sostenibles y las Empresas B. In B. Van Hoof, & H. Gómez (Eds.), Pyme de avanzada: Motor del desarrollo en America Latina (pp. 121-134). Universidad de Los Andes.
Evans, S., Vladimirova, D., Holgado, M., Van Fossen, K., Yang, M., Silva, E. A., & Barlow, C. Y. (2017). Business model innovation for sustainability: Towards a unified perspective for creation of sustainable business models. Business Strategy and the Environment, 26(5), 597-608. https://doi.org/10.1002/bse.1939
Feil, A. A., & Schreiber, D. (2017). Sustentabilidade e desenvolvimento sustentável: desvendando as sobreposições e alcances de seus significados. Cadernos EBAPE.BR, 15(1), 667-681. http://dx.doi.org/10.1590/1679-395157473
Fernandes, J. A. L., Sousa, J. M., Filho, & Viana, F. L. E. (2021). Sustainable business models in a challenging context: The Amana Katu Case. Revista de Administração Contemporânea, 25(3), 1-17. https://doi.org/10.1590/1982-7849rac2021200205.en
Ferreira, D., Silva, P., & Madeira, T. F. (2019). Embalagens verdes: Conceitos, materiais e aplicações. Revista Americana de Empreendedorismo e Inovação, 1(2), 28-39. https://doi.org/10.33871/26747170.2019.1.2.2780
Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), 200-227. https://doi.org/10.1177/0149206316675927
Gamble, E. N., Parker, S. C., & Moroz, P. W. (2020). Measuring the integration of social and environmental missions in hybrid organizations. Journal of Business Ethics, 167(2), 271-284. https://doi.org/10.1007/s10551-019-04146-3
Gehman, J., & Grimes, M. (2017). Hidden badge of honor: How contextual distinctiveness affects category promotion among certified B corporations. Academy of Management Journal, 60(6), 2294-2320. https://doi.org/10.5465/amj.2015.0416
Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401-416. https://doi.org/10.1016/j.jclepro.2018.06.240
Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135(5), 1474-1486. https://doi.org/10.1016/j.jclepro.2016.06.067
Kim, Y. (2021). Certified corporate social responsibility? The current state of certified and decertified B Corps. Corporate Social Responsibility and Environmental Management, 28(6), 1760-1768. https://doi.org/10.1002/csr.2147
Kirst, R. W., Borchardt, M., Carvalho, M. N. M. de, & Pereira, G. M. (2021). Best of the world or better for the world? A systematic literature review on benefit corporations and certified B corporations contribution to sustainable development. Corporate Social Responsibility and Environmental Management, 8(6), 1-18. https://doi.org/10.1002/csr.2160
Laasch, O. (2018). Beyond the purely commercial business model: Organizational value logics and the heterogeneity of sustainability business models. Long Range Planning, 51(1), 158-183. https://doi.org/10.1016/j.lrp.2017.09.002
Landim, A. P. M., Bernardo, C. O., Martins, I. B. A., Francisco, M. R., Santos, M. B., & Melo, N. R. de. (2016). Sustentabilidade quanto às embalagens de alimentos no Brasil. Polímeros, 26, 82-92. https://doi.org/10.1590/0104-1428.1897
Lavnitcki, L., Baum, C. A., & Becegato, V. A. (2018). Política Nacional dos Resíduos Sólidos: Abordagem da problemática no Brasil e a situação na região sul. Ambiente & Educação, 23(3), 379-401. https://doi.org/10.14295/ambeduc.v23i3.7783
Lüdeke-Freund, F., & Dembek, K. (2017). Sustainable business model research and practice: New field or passing fancy? Journal of Cleaner Production, 168, 1668-1678. https://doi.org/10.1016/j.jclepro.2017.08.093
Lüdeke-Freund, F., Carroux, S., Joyce, A., Massa, L., & Breuer, H. (2018). The Sustainable Business Model Pattern Taxonomy: 45 patterns to support sustainability-oriented business model innovation. Sustainable Production and Consumption, 15, 145-162. https://doi.org/10.1016/j.spc.2018.06.004
Morioka, S. N., Bolis, I., Evans, S., & Carvalho, M. M. (2017). Transforming sustainability challenges into competitive advantage: Multiple case studies kaleidoscope converging into sustainable business models. Journal of Cleaner Production, 167, 723-738. https://doi.org/10.1016/j.jclepro.2017.08.118
Näyhä, A. (2020). Finnish forest-based companies in transition to the circular bioeconomy-drivers, organizational resources and innovations. Forest Policy and Economics, 110, 101-136. https://doi.org/10.1016/j.forpol.2019.05.022
Oliveira, V. M., Correia, S. É. N., & Gomez, C. R. P. (2016). Cultura de consumo, sustentabilidade e práticas empresariais: Como as empresas podem contribuir para promover o valor simbólico da sustentabilidade nas atividades de consumo? Revista de Gestão Ambiental e Sustentabilidade, 5(1), 61-77. https://doi.org/10.5585/geas.v5i1.335
Opoku, A., Cruickshank, H., & Ahmed, V. (2015). Organizational leadership role in the delivery of sustainable construction projects in UK. Built Environment Project and Asset Management, 5(2), 154-169. https://doi.org/10.1108/BEPAM-12-2013-0074
Organização das Nações Unidas. (2015). Objetivos do desenvolvimento sustentável. https://brasil.un.org/pt-br/sdgs
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Paelman, V., Cauwenberge, P. V., & Bauwhede, H. V. (2021). The impact of B Corp certification on growth. Sustainability, 13(13), 1-16. https://doi.org/10.3390/su13137191
Pascual, J. A. V., Lopes, A. R., Marín, A. J. T., & Vázquez, B. L. (2021). Multiple paths for being recognized as a high impact firm in the banking sector. Economic Research, 34(1), 2790-2811. https://doi.org/10.1080/1331677X.2020.1842224
Petrini, M., Scherer, P., & Back, L. (2016). Modelo de negócios com impacto social. Revista de Administração de Empresas, 56(2), 209-225. https://doi.org/10.1590/S0034-759020160207
Rodrigues, J. (2016). O Movimento B Corp: Significados, potencialidades e desafios [Tese de Doutorado, Universidade de São Paulo]. Biblioteca Digital de Teses e Dissertações da USP. https://doi.org/10.11606/D.12.2017.tde-19122016-152403
Schaltegger, S., Lüdeke-Freund, F., & Hansen, E. G. (2016). Business models for sustainability: A co-evolutionary analysis of sustainable entrepreneurship, innovation, and transformation. Organization & Environment, 29(3), 264-289. https://www.jstor.org/stable/26164769
Sinkovics, N., Gunaratne, D., Sinkovics, R. R., Molina-Castillo, F.-J. (2021). Sustainable business model innovation: An umbrella review. Sustainability, 13(13), 7266-7285. https://doi.org/10.3390/su13137266
Sistema B Brasil. (2021). Relatório Anual 2020. https://www.sistemabbrasil.org/sobre
Stubbs, W. (2017). Characterising B Corps as a sustainable business model: An exploratory study of B Corps in Australia. Journal of Cleaner Production, 144, 299-312. https://doi.org/10.1016/j.jclepro.2016.12.093
Stubbs, W., & Cocklin, C. (2008). Conceptualizing a sustainability business model. Organization & Environment, 21(2), 103-127. https://doi.org/10.1177/1086026608318042
Tabares, S. (2021). Do hybrid organizations contribute to sustainable development goals? Evidence from B Corps in Colombia. Journal of Cleaner Production, 280(3), 124-145. https://doi.org/10.1016/j.jclepro.2020.124615
Villela, M., Bulgacov, S., & Morgan, G. (2019). B Corp certification and its impact on organizations over time. Journal of Business Ethics, 170(2), 343-357. https://doi.org/10.1007/s10551-019-04372-9
Wilburn, K., & Wilburn, R. (2014). The double bottom line: Profit and social benefit. Business Horizons, 57(1), 11-20. https://doi.org/10.1016/j.bushor.2013.10.001
Yin, R. K. (2015). Estudo de caso: Planejamento e métodos. Bookman.
Zott, C., Amit, R., & Massa, L. (2011). The business model: Recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/10.1177/0149206311406265
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25.02.2025
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WECKER, Ana Cláudia; FROEHLICH, Cristiane. Sustainable Business Model in a Company Certified by the B System. Revista Ciências Administrativas, [S. l.], v. 31, p. 1–14, 2025. DOI: 10.5020/2318-0722.2025.31.e16541. Disponível em: https://ojs.unifor.br/rca/article/view/16541. Acesso em: 9 jan. 2026.
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