Purpose: This paper rectifies a dearth in current research and investigates the coevolution of traditional and sustainable business models under one corporate roof. By taking on a paradox perspective, firms’ solutions and mechanisms to cope with the paradoxical situations that arise throughout...

Aim: A theoretical understanding of the process, causal linkages, and dynamics of creating shared value (CSV) is largely missing in the field of shared value creation and sustainable development. Hence, this research is explorative by nature and aims to contribute to theory building in this...