Experimentation and Learning in Business Model Innovation for Sustainability in Incumbent Firms: An Integrative Review

Mercy Masaeli, Vasiliki Bamiatzi, Marianna Marra and Stephan Manning

Business Strategy and the Environment, 2026, vol. 35, issue 3, 4606-4623

Abstract: The pressure on corporations to contribute to sustainable development is increasing. It is widely recognised that the sustainable development goals and deadlines cannot be achieved without the support of incumbent firms. Business model innovation (BMI) is identified as a means for businesses to contribute to sustainable development. Yet, BMI is a risky endeavour that often ends in failure, especially in today's dynamic and constantly evolving environmental context. Within the wider process of Business Model Innovation for Sustainability (BMIfS), the experimentation phase plays a critical role in enabling firms to learn, adapt and validate new business model configurations. Despite the burgeoning body of research, our current knowledge of the BMI process, particularly in relation to experimentation, is disparate and lacks a dynamic and comprehensive framework. Drawing on 137 studies, we address this gap through two key contributions: first, by synthesising the existing knowledge on experimentation in BMIfS, and second, by developing a conceptual framework for dynamic learning driven experimentation that explicitly recognises the inherent tensions between economic, environmental and social objectives in BMIfS. This conceptual framework can serve as a useful framework for managers seeking to engage in BMIfS as it clearly outlines the stages in the BMIfS process under highly dynamic environments. We end the paper with several avenues for future research.

Date: 2026
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/bse.70415

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:35:y:2026:i:3:p:4606-4623

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1002/(ISSN)1099-0836

Access Statistics for this article

Business Strategy and the Environment is currently edited by Richard Welford

More articles in Business Strategy and the Environment from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().