"Green Multi Business Models” How to measure Green Business Models and Green Business Model Innovation?
Authors: Lindgren Peter , Knoth Niklas Stoyan Hornbæk , Sureshkumar Sukanthan , Friedrich Mathilde Fogh , Adomaityte Rita 
Published: June 2021

2000s and early 2010´s, academia´s, businesses and societies have been experimenting with how to measure green business models design – creating, capturing, delivering, receiving and consuming TO BE Business Models and business model reconfiguration – focusing on changing AS IS Business Models into becoming or being green and green business model development BM development tactical parameters, tools and actions.In the last few years, businesses and even countries have been caught in green washing, some due lack of knowledge on what is green and others because of strategic chosen green washing strategy. It seems as if there is a gap in literature and practice on how to measure green business models and more specifically How to define and measure green related to business models. None seems to be able to measure green business models in real time because there is no clear definitions of green business model parameters and therefore it is very difficult to develop tools that can measure green business models. Numerous green certificates exist and several consultancies tries to rule the billion dollar green business model certificate ecosystem for measuring and validating transformation of Business model ecosystems, businesses and their business models into green. However, most definitions and certificates seem to be static and related iso measurement tools seems not to be able to measure green in realtime. Several practice, certificates and standards include former iso standards pitfalls, pains and potentials to “jump the fence”. Finally, most green business model approach take the point of entry from the technical and/or the sustainable, circular and UN 17 goals view and not really from the efficiency and business model dimension and level view. Green Business Model Innovation, Development and Measurement calls therefore for new and more advanced green business model innovation measurement tools. The paper presents some primarily work on green business model definition, tool innovation and development on measuring green on business models – The Green Business Model Dashboard. The paper reports on an innovation of a green business model dashboard enabling measurements of how green a business and its business models really are at anytime. As the name Green Business Model - point of entry is taken from a business model viewpoint and perspective. The research relates to a careful review of business model and green business model literature and practice. It builds on investigation of different green business model innovation projects and propose a new framework and dashboard on how to measure green business models in real time embedded with and supported by advanced wireless technologies. The goal is to achieve greater understanding of how green business model innovation and development take place and to take Green Business Model Innovation and research into the next step of business model and advanced wireless technologies innovating, offering future research directions.