Background: As the business world faces significant changes to adapt to the rapidly increasing sustainability demand, they also face significant changes to their business core. The European Commission established a circular action plan in 2015, pressuring businesses operating in the EU area to work to implement sustainability in their operations proactively.   

Purpose: The aim is to understand how companies select, develop and incorporate sustainable factors in their business model. The gap in the existing literature was identified to be within the field of illustrating the process of sustainable business model innovation. The authors aim to discuss the existing literature and provide new insights on the chosen subject.  

Method: A multiple case study was designed with a qualitative research approach to align the study with the purpose. The case study built on data collection through semi-structured interviews, letting the interviewees carry the most significant part of the conversation. This was beneficial since the authors adopted an interpretive research paradigm, highlighting the importance of individuals' perceptions of the process.   

Conclusion: The results show that the decisions that drive the implementation of sustainable business model innovation are often profit-driven but can also be driven by morale and ethics, governmental regulations, and stakeholder pressure. Both internal and external resistance can be expected when transforming a company towards sustainability. Therefore, broad acceptance amongst shareholders and stakeholders will enable a transformation, which can partly be achieved through a robust organizational identity that ties sustainability to it.