“…CS has recently been challenging traditional business models (Lozano, 2012;Murray, Skene, & Haynes, 2017). This has fostered a shift from selling products to providing service solutions to meet customer needs (Lay, Schroeter, & Biege, 2009;Mont, Dalhammar, & Jacobsson, 2006) and better engaging with stakeholders, while creating competitive advantages to customers, the company and society (Boons & Lüdeke-Freund, 2013;Porter & Kramer, 2011;Stubbs & Cocklin, 2008). A number of alternative, or sustainable, business models have been proposed to better contribute to sustainability (as proposed by Bohnsack, Pinkse, & Kolk, 2014;Dunphy et al, 2014;Mont et al, 2006;Schaltegger, Hansen, & Lüdeke-Freund, 2016;Stubbs & Cocklin, 2008).…”