Environmental sustainability and technology as interconnected drivers of business model innovation in the agri-food industry: insights from multiple case studies

Purpose Business model innovation (BMI) plays a key role in accelerating the transition toward greater environmental sustainability in the agri-food industry. However, knowledge of the mechanisms that activate BMI in agri-food firms remains scarce. This study aims to clarify the interdependencies between environmental sustainability and new technologies as drivers of BMI. It explores the relationships between these drivers and the locus (i.e. internal and/or external to the firm) of the stimulus activating BMI. Design/methodology/approach An in-depth analysis of 13 cases of small- and medium-sized agri-food firms that have successfully introduced BMI is performed, drawing on information collected through interviews with these firms’ decision-makers. Findings The analysis unveils the mechanisms behind the activation of BMI in agri-food firms. A framework combining the drivers and the locus of BMI is proposed, highlighting BMI paths in agri-food firms. Originality/value This study proposes an original framework that outlines three main paths to BMI in agri-food businesses: purpose-driven BMI, technology-exploration-driven BMI and compliance-driven BMI.