Transforming Business Sustainability: Spherical Model Innovation for Client Engagement and Growth

The shift towards a more sustainable economy has led consumer-facing companies to set ambitious Spherical economy objectives. However, there is a lack of understanding of the innovation activities taking place within these organizations to achieve these goals, specifically in the context of waste management strategies. This study aims to fill this gap by investigating the crucial tasks performed by Spherical Business Model Innovation (SBMI) innovators in companies with a consumer focus. Using a dynamic capabilities perspective, we examine the innovative actions in line with the SBMI phases of visioning, perception, seizing, and transforming. The research inquiry is focused on identifying the procedures and resources that aid businesses in developing flexible skills throughout the SBMI process. We conduct in-depth interviews with target respondents in three businesses and use thematic analysis to map the data to the four SBMI phases. Our findings supplement the existing literature on SBMI innovation efforts and provide additional guidance for corporate operators seeking to transform their businesses sustainably through the adoption of SBMI practices.