Artificial Intelligence for Business Model Innovation in Digital Sustainability Companies: Multiple Cases from the Netherlands, Dr Mostafa Mohamad, Dr Ali Balıkel, Dr Dababrata Chowdhury, Dr Christopher Russell, Dr Sayed Mahmoud
Dr Mostafa Mohamad
Associate Professor of Digital Innovation & Analytics
Zayed University
Dr Ali Eren Balıkel
Assistant Professor of Entrepreneurship and Sustainability
Istanbul Kent University
Dr Dababrata Chowdhury
Reader of Digital Entrepreneurship
Christ Church Business School in Canterbury Christ Church University (CCCU)
Dr Christopher Russell
Director of Canterbury Christ Church Business School
Christ Church University
Dr Sayed Mahmoud
Assistant Professor and Learning Resources Librarian
Zayed University
Purpose: This research explores how sustainability companies deliver AI-powered solutions leading to Business Model Innovation (BMI). It also examines how they adopt AI to reshape business models (BM) for a balanced long-term ecological, economic, and social value across diverse industries and company sizes.
Design/Methodology/Approach: The study adopts qualitative semi-structured interviews with the top 20 sustainability executives and founders in the Netherlands as a unique context of sustainability. A systemic theoretical framework is developed based on the TOE theory, innovation capabilities, elements of the BM, and external factors.
Findings: Findings reveal differences between large and small sustainability companies from the TOE perspectives. AI is instrumental for operational efficiency, real-time environmental monitoring, supply chain traceability, and immersive realities. Organisational insights highlight design-led, inclusive leadership, bottom-up innovation, and AI alignment with business strategy. Environmental challenges include supply chain collaboration resistance, the impact of regulatory influence, and market readiness.
Originality/Value: This study offers original multi-case evidence from the Netherlands, providing a systemic framework that reconceptualises AI not just as a facilitator but as a foundational input shaping sustainable BMI.
Practical Implications: It guides sustainability executives & SMEs’ founders on how to embed AI strategically beyond efficiency to align with client values and promote bottom-up innovation. Policymakers are urged to accelerate national AI-sustainability strategies, fostering experimentation and collaboration to leverage AI for broader ecological and societal benefit.
Keywords: Artificial Intelligence (AI), Business Model Innovation (BMI), TOE Theory, Digital Sustainability, Multiple Case Studies.
Citation:Mohamad, M., Balıkel, A. E., Chowdhury, D., Russell, C., and Mahmoud, S. (2026).Artificial intelligence for business model innovation in digital sustainability companies: Multiple cases from the Netherlands. World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 22, Nos 1-2, pp. xx-xx.