Artificial Intelligence for Business Model Innovation in Digital Sustainability Companies: Multiple Cases from the Netherlands

Author First name, Last name, Institution

• Mostafa Mohamad, Zayed UniversityFollow
• Ali Eren Balikel, Istanbul Kent University
• Dababrata Chowdhury, Canterbury Christ Church University
• Christopher Russell, Christ Church
• Sayed M. Eldebeky, Zayed University

Document Type

Article

Source of Publication

World Journal of Entrepreneurship Management and Sustainable Development

Publication Date

2-12-2026

Abstract

PURPOSE: We explore how sustainability companies deliver Artificial Intelligence powered (AI-Powered) solutions for Business Model Innovation (BMI) and how they balance between ecological, economic, and social value across diverse industries and company sizes. DESIGN/METHODOLOGY/APPROACH: We adopt qualitative semi-structured interviews with the top 20 sustainability executives and founders in the Netherlands as a unique context of sustainability. FINDINGS: We found differences between large and small sustainability companies from the Technological, Organisational, and Environmental (TOE) perspectives. Technically AI is instrumental for operational efficiency, real-time environmental monitoring, and supply chain traceability. Organisationally, sustainability companies focus on design-led approaches, bottom-up innovation, and AI-strategy alignment. Environmentally, they face challenges such as supply chain collaboration resistance, the impact of regulation, and market readiness. ORIGINALITY/VALUE OF THE PAPER: This study offers original multi-case evidence from the Netherlands, providing a systemic framework based on the TOE theory to reconceptualise AI not just as a facilitator but as a foundational input shaping sustainable BMI. PRACTICAL IMPLICATIONS: It guides sustainability executives and SMEs' founders to embed AI efficiently to align with client values.

DOI Link

10.47556/j.wjemsd.22.1-2.2026.5

ISSN

2042-5961

Publisher

World Association for Sustainable Development (WASD)

Volume

22

Issue

1-2

First Page

71

Last Page

87

Disciplines

Business | Computer Sciences

Keywords

Artificial Intelligence, Business Model Innovation, Digital Sustainability, Multiple Case Studies, Technological Organisational and Environmental Theory

Scopus ID

105033695655

Recommended Citation

Mohamad, Mostafa; Balikel, Ali Eren; Chowdhury, Dababrata; Russell, Christopher; and Eldebeky, Sayed M., "Artificial Intelligence for Business Model Innovation in Digital Sustainability Companies: Multiple Cases from the Netherlands" (2026). All Works. 7995.
https://zuscholars.zu.ac.ae/works/7995

Indexed in Scopus

yes

Open Access

no