"Sustainable business models: integrating employees, customers and technology". In this edition of International Conference, following a competitive blind review process, papers from 126 authors and 25 countries were ultimately accepted. The best papers of the Conference were invited to submit to this Special Issue, and we were also open to direct submissions from other authors. We present here the 17 accepted papers for publication in this Special Issue. We expected to receive studies that, from a practical approach, paid particular attention to practitioners' problems, connecting marketing research and the real business world (Mora Cortez and Johnston, 2017). We sought contributions that helped to understand the importance of sustainable business models, and, in particular, how they can be supported by the integration of employees, customers and technology. Such integration should foster value creation in a sustainable way, capturing value with profitability and sharing value with a positive contribution to society without compromising future generations (Elkington, 1998). Business models describe the basis upon which the firm creates, provides and captures value (Osterwalder and Pigneur, 2010) and sustainable business models should create value for multiple stakeholders (Baldassarre et al., 2017). In fact, the integration of employees, customers and technology has been identified as one of the main research topics in the near future (Ostrom et al., 2015), as value is created by inputs from multiple actors. Resource integration is something that should be achieved (Kleinaltenkamp et al., 2012) and the level of complexity requires the right balance between roles and resources. Consequently, it is an important proposition that this debate should be addressed in the B2B context.