In order to reach a sustainable future and meet the UN’s Sustainable Development Goals (UN SDGs), business model innovation (BMI) needs to explore theoretical and practical intersections of the traditional innovation management (IM) and new product development (NPD) processes with sustainability considerations. New environmental and health policy ambitions such as those presented in the European Green Deal and the EU Chemicals Strategy for Sustainability (CSS) challenge traditional IM theories on BMI and NPD processes. The Safe-and-Sustainable-by-Design (SSbD) concept is a central element of the CSS and demands a novel approach that integrates innovation with safety, sustainability and circularity of materials, products and processes without compromising their functionality or their technical and/or commercial viability. Importantly, adopting such a concept can prevent regrettable substitutions, future liability and brand image issues for companies. To achieve this, companies must design products with minimal environmental impact, adopt circular economy principles, and ensure social responsibility throughout the value chain, whilst economic viable. By doing so, companies contribute to economic, environmental, and social sustainability. In this perspective, a conceptual framework is proposed on how to achieve sustainable BMI and NPD by integrating traditional IM tools with SSbD using life cycle thinking principles considering external and internal drivers.
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