Translating mission-driven sustainability values into a value-creating business model: The Norwegian start-up Ducky AS

Sustainability entrepreneurs are driven by their personal missions about the sustainability-based values that they wish to tap when building a business model. This teaching-case study presents insights into how the personal sustainability missions and goals of entrepreneurs, such as combating climate change in terms of CO2 emission reductions, can be realised, measured and aligned with concrete customer value in order to build a business model. Here, the case of the company Ducky AS is presented, a Norwegian start-up business that has been working for years to transform the specific sustainability missions of its entrepreneurs into concrete social and business values. The case is analysed through the lens of complexity with regards to sustainability management and entrepreneurship. A qualitative research approach with material stemming from a guest lecture and a subsequent interview is used to study the case.