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The purpose of this paper is to explore the role of the digitalization phenomenon in the development of innovative business models that are sustainability oriented. Thus, the authors aim to understand whether the presence of digitalization forces companies to create, capture and deliver value in new ways, focusing on their social impact.

Through the analysis of a case study in the automotive sector, the authors provide evidence that both digitalization and sustainability need to be considered to adequately innovate business models. Moreover, these two dimensions are interrelated, and therefore digitalization sustains sustainability and vice versa.

By inductively investigating the evolutionary path along which companies tend to adapt their business models to digitalization and sustainability trends, the authors found that this innovative transformation needs to be as sustainable as possible in order to offer benefits to organizations, customers and society at large. Furthermore, the authors revealed that, at least in the automotive sector, companies and customers are aware of the remarkable consequences of digitalization; however, they are still uncertain regarding the actual adoption of new technologies.

The literature on business model innovation is quite extensive. However, the role of digitalization in developing sustainable business models to achieve a competitive advantage has been overlooked. This study suggests that, within a specific context, forging a value network of stakeholders is helpful when innovating a business model with a sustainability orientation.

The purpose of this paper is to ease the methodological application of critical realist multilevel research in business marketing. Although there has been plenty of theoretical contributions in this field, it is not always clear how critical realism can be best applied in business marketing settings. Accordingly, this paper addresses this gap in literature. Also, this paper addresses the calls for a multilevel conceptualization for resilience, based on the critical realist laminated systems.

This is a conceptual paper, which uses pre-existing literature to develop a critical realist methodological approach for the purposes of multilevel business marketing research. The contribution is based on literature by combining pre-existing ideas in a new way in the context of business marketing.

This paper makes a methodological contribution by introducing the critical realist “laminated systems” to business marketing as a multilevel research approach. Furthermore, the authors conceptualize a specific laminated model, the Laminated Interactional Model (LIM), that is designed for the purpose of business marketing research. The LIM is a methodological tool that conceptualizes business marketing based on six levels of analysis, easing the methodological application of critical realism in business marketing settings. In addition, to provide an example, the authors apply the LIM to the literature on resilience, providing a multilevel conceptualization. This is a timely contribution, as resilience has emerged as a central concept addressing interorganizational survival during the COVID-19 pandemic.

This paper makes three main contributions to business marketing. First, this paper provides a methodological contribution by introducing the critical realist notion of “laminated systems” to business marketing. Second, this paper conceptualizes a specific laminated model for business marketing, namely, the LIM. Third, as a response to the COVID-19 pandemic, this paper will apply critical realism and the LIM to the notion of resilience, addressing the calls for multilevel conceptualizations.