Conceptualizing Cuvée Organizations: Characteristics Leading towards Sustainable Decision-Making Practices

This paper discusses the role and responsibility of business organizations in a sustainability transition with a thought-provoking hypothetical construct, the cuvée organization. The aim of the paper is to introduce and conceptualize this normative concept on what sustainable and responsible business would look like in an ideal world—more specifically, which meta features should characterize a business organization that is designed for sustainability? It also tests the concept’s applicability to a micro-process, an everyday challenge any organization aiming for sustainability would face, namely discounting. The concept of the cuvée organization emerged from participatory backcasting, a normative scenario-building exercise conducted with a sustainability expert panel. In this co-creative process, the panel capitalized on the metaphor of cuvée wine and winemaking, which provided the cognitive means to chart the unknown. The emerged concept of the cuvée organization stands for a business archetype which is designed to serve a prosocial cause, subordinating activities and structural features accordingly. When applying this construct to discounting, our approach lies with ecological rationality in behavioral decision making as well as the practice-based approach of corporate strategy research. In this theoretically rigorous effort, we aim to show which meta-characteristics could support an organizational structure leading to better decision making, aiming to avoid various forms of temporal and spatial discounting. The originality of the research is filling the normative vision with details through the conceptualization of the cuvée organization. On the level of methodologies, our research contributes to understanding the novelty and applicability of backcasting processes and provides an astounding example for the use of metaphors in future studies.