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Research article - Peer-reviewed, 2023

Use-oriented business model

Nyvall, Moa; Zobel, Thomas; Mark-Herbert, Cecilia


In a world of sustainability challenges, use-oriented product-service system seems promising to encourage resource efficiency. For this project, the concept is integrated in a sustainability-oriented interpretation of the business model Canvas. The aim was to identify enabling factors with a use-oriented business model. A case study was conducted on rental business models in the outdoors apparel industry in Scandinavia. The key findings indicate that companies introducing use-oriented services struggle with increased transportation, linear technological systems, large financial capital needs and cultural barriers. To overcome these challenges the case study points to the importance of partnerships. Furthermore, this paper suggests expanding the Business Model Canvas framework with three additional elements: reduced material flows, reverse logistics and cultural adoption factor. The extended Canvas model can be used as a conceptual tool for companies when developing rental services.


Canvas business model; outdoor apparel; product-service system; rental; Scandinavia; services; textile

Published in

Corporate Social Responsibility And Environmentalmanagement
2023, volume: 30, number: 3, pages: 1314-1324
Publisher: WILEY

Authors' information

Nyvall, Moa
Atrax Energi och Miljö
Zobel, Thomas
Lulea University of Technology
Swedish University of Agricultural Sciences, Department of Forest Economics

Sustainable Development Goals

SDG9 Industry, innovation and infrastructure
SDG17 Partnerships for the goals
SDG12 Responsible consumption and production

UKÄ Subject classification

Business Administration

Publication Identifiers


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