Unravelling the Rationales behind Business Model Innovation for Sustainable Value

Gaëlle Cotterlaz-Rannard; Angélique Breuillot; Rachel Bocquet; Anastasia Markoff-Legrand

doi:10.37725/mgmt.2026.11499

Gaëlle Cotterlaz-Rannard HES-SO, HEG Geneva, Geneva, Switzerland https://orcid.org/0000-0001-8217-1660
Angélique Breuillot ESSCA School of Management, Angers, France https://orcid.org/0000-0002-0691-8627
Rachel Bocquet IREGE, Université Savoie Mont Blanc, Annecy-le-Vieux, France https://orcid.org/0000-0002-5729-6397
Anastasia Markoff-Legrand IREGE, Université Savoie Mont Blanc, Annecy-le-Vieux, France

DOI: https://doi.org/10.37725/mgmt.2026.11499

Keywords: Business model innovation, moral philosophy, multilevel mechanisms, systematic literature review

Abstract

Despite recent research clarifying some of its core constructs, business model innovation (BMI) literature still lacks conceptual consistency, particularly regarding the architecture that articulates the mechanisms of value creation, delivery, and capture at the individual, organizational, value network, and societal levels of analysis. In response to recent research calling for the identification of BMI rationales, we draw on a systematic literature review to unravel how the rationales underlying the strategic choice to adopt BMIs shape and align the multilevel mechanisms that result in distinct coherent BMI architectures. Our contributions are twofold: first, we provide scholars with further conceptual consistency for BMI as well as new research avenues by identifying three main BMI architectures: (1) rational sympathy-based, (2) rational commitment-based, and (3) rational egoism-based. Second, this research provides a diagnostic and guiding tool to help managers select and align mechanisms within a cohesive BMI architecture to generate more sustainable value at various levels.

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Author Biographies

Gaëlle Cotterlaz-Rannard, HES-SO, HEG Geneva, Geneva, Switzerland

Gaëlle Cotterlaz-Rannard is an assistant professor at the HES-SO Geneva, Haute école de gestion de Genève (HEG). She holds a PhD in management from the Geneva School of Economics and Management (University of Geneva, Switzerland) and Université Savoie Mont Blanc (France). Before joining HES-SO, she was a lecturer (assistant professor) in entrepreneurship and innovation at the University of Sussex Business School (UK) and a Swiss National Science Foundation Research Fellow at the University of Bath, where she was affiliated with the Centre for Business, Organisations and Society (CBOS). Her research examines sustainability and business models in the nonprofit sector, cross-sector partnerships, and higher education institutions. Gaëlle’s research has been published in leading journals such as Public Management Review, British Journal of Management, Business & Society, and Nonprofit and Voluntary Sector Quarterly. In 2025, she was recognized with the Best Paper Award at the 2025 Corporate Social Responsibility Research Conference (ESCP Paris) and a Top Reviewer Award for AOM’s Public and Nonprofit Management Division in 2024.

Angélique Breuillot, ESSCA School of Management, Angers, France

Angélique Breuillot is an associate professor in international management and strategy at ESSCA School of Management (France). She holds a PhD in management sciences from Université Savoie Mont Blanc. Before joining ESSCA, she was a lecturer (assistant professor) in strategy at Manchester Metropolitan University (UK). Her research lies at the intersection of international entrepreneurship, international management, and strategic management. She is particularly interested in the internationalization processes of SMEs and early internationalizing firms, in diversity management and related managerial practices, as well as in resource-based theory. Her work employs both qualitative and quantitative methods, with a specific interest in systematic literature reviews. Her research has been published in journals such as International Business Review, Management International Review, Employee Relations, Journal of International Entrepreneurship, and Management International.

Rachel Bocquet, IREGE, Université Savoie Mont Blanc, Annecy-le-Vieux, France

Rachel Bocquet is full professor of management, co-director of the IOPEN (open innovation) Research Chair, and a member of the IREGE laboratory (Institute of Research in Economics and Management) at Université Savoie Mont Blanc. A specialist in innovation management, her research examines the determinants of innovation, the interplay between different types of innovation, and the impact of corporate social responsibility (CSR) on innovation and value creation. More recently, her work has focused on the social responsibility of universities and their societal impact. Her research has been published in leading international journals, including the British Journal of Management, Technological Forecasting and Social change, California Management Review, Long Range Planning, Journal of Business Ethics, and Research Policy. Her research activities and collaborations have also fostered close connections with the business world.

Anastasia Markoff-Legrand, IREGE, Université Savoie Mont Blanc, Annecy-le-Vieux, France

Anastasia Markoff-Legrand holds a PhD in management, specializing in the field of management of innovation. Under the supervision of Professor Rachel Bocquet and Assistant Professor Romain Gandia (Université Savoie Mont Blanc), she defended her dissertation in 2023 on the logics, pressures, and tensions underlying the adoption of business model innovations, analysed through an original theoretical framework combining neo-institutional and multilevel perspectives. The first article from her dissertation, which develops a multilevel model of the adoption of digitally driven business model innovation, was published in 2024 in Technological Forecasting and Social Change.

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