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Mapping the types of business experimentation in creating sustainable value: A case study of cleantech start-ups

Research output: Contribution to journalArticleScientificpeer-review


Original languageEnglish
Article number123182
Number of pages12
JournalJournal of Cleaner Production
Publication statusE-pub ahead of print - 2020
Publication typeA1 Journal article-refereed


In this study, business experimentation for sustainable value creation is explored through seven cleantech start-ups by applying the systemic combining approach. The findings reveal novel descriptions of six different business experimentation types. The study also advances our theoretical understanding of how the specific roles of learning, signaling, and convincing dominate each of the experimentation types differently and how each type of business experimentation has a distinct purpose. Furthermore, our findings propose how business experimentation types can be applied as a continuum as part of the cleantech start-ups’ sustainable value creation process. Hence, our study contributes theoretically to our understanding of business experimentation for sustainable value creation and how the different types are applied in cleantech start-ups. We conclude our treatise with managerial implications and outline fruitful future research avenues.


  • Business experimentation, Cleantech, Start-up, Sustainable entrepreneurship, Sustainable value creation

Publication forum classification

Field of science, Statistics Finland