Inventing Regenerative Sustainability

Despite growing engagement by business practitioners in regenerative sustainability, there is little research into what factors contribute to its successful implementation. This paper offers first steps to close that gap. It examines theoretical foundations of and proposes empirical research for studying such innovative business practices. Our literature review draws on research in natural sciences, organization and management studies, corporate sustainability, and business strategy to theoretically (1) define regenerative sustainability, (2) explore how adopting principles of regeneration can help firms achieve “true business sustainability” (Dyllick & Muff, 2016: 163), and (3) assess potential benefits, obstacles, and enablers of such radically different business models. We then propose an in-depth interpretive case study methodology to empirically investigate the phenomenon of interest, namely how proactive firms effectively enact regenerative sustainability principles. The paper closes with potential implications of the proposed study for management theory and practice and offers ideas for future research.