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A ‘Storytelling Science’ Approach Making the Eco-Business Modelling Turn

Published: 02.02.2021

by David M. Boje , Kenneth Mølbjerg Jørgensen


Purpose: To develop a transdisciplinary approach called eco-business modelling.

Design/Methodology/Approach: The first step is an analysis of the ways triple bottom line and circular economy emplotments have colonized and co-opted the United Nations and European Union Agenda 2030 initiatives by privileging business-as-usual scenarios. The second step is to construct a storytelling approach model to business modelling. The third step is to propose a ‘self-correcting’ storytelling science method to make the transition from the contemporary business-as-usual model to eco-business modelling.

Findings: The challenge is to create comprehensive ecological business models that foster worstcase and best case scenario comparisons with status quo business-as-usual.

Originality Value: We propose that business modelling is about storytelling, making ‘bets on the future’ scenarios, and we propose a ‘five worlds of storytelling model’ business modelling.

Research Implications: The contribution is to propose a ‘self-correcting’ storytelling method of iterative, ‘crossover storytelling conversations’ as a way of developing collaborative ‘interdisciplinary learning’ across specialized business model disciplines.

Practical Implications: We call for crossover conversations that challenge the unintended consequences of the triple bottom line and circular economy business models.

Social Implications: With ozone depletion, climate change, natural resource depletion, loss of biodiversity and habitat, there are pressures to develop ecologically sensitive business models.

More information about this paper

Length: 18 pages


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