Building a New Vision for the Sustainable Business Models Research Group

New Professor, sharp vision

What does this new year have in store for the professorship?

The Sustainable Business Models research group is on the brink of a new chapter. With the arrival of Professor Linda Drupsteen, the team is focusing on renewal and deepening collaboration between professional practice and education.

Drupsteen, who transferred to The Hague University of Applied Sciences at the end of August, sees a key role for companies in the transition to a sustainable economy. “By embedding sustainability in their business models, organizations not only strengthen their societal impact, but also their own future resilience.”

A year for setting direction

The past year (and the start of this year) has been dedicated to defining direction. Through conversations with colleagues, partners, and the professional field, ideas and expectations are being gathered that will culminate in a sharpened research agenda in 2026. “What stands out to me is the strength of the team: committed, agile, and curious. That forms a solid foundation to build on,” says Drupsteen.

Ongoing research with direct impact

At the same time, several important research projects are already in progress. Regenerative Entrepreneurship in Action (ROA) explores how regenerative principles can be structurally embedded in business models and value chains, in collaboration with universities of applied sciences, entrepreneurs, and societal partners. In addition, Frugal BMI, led by Albert Kraaij, focuses on SME pioneers in the agri-food sector who are working on innovation, with the aim of increasing their impact.

Building concrete, innovative projects

In 2026, the research group will intensify collaboration with external partners, and students will take on a more prominent role within the research lines. Focus will be placed on projects related to frugal innovation (reducing the complexity and costs of a product or service), regenerative business, governance, product-as-a-service, and the CSRD. New projects will also start, including an international project on circularity in textiles with RVO and partners from Bangladesh and the Netherlands, as well as an in-depth study into steward ownership among impact-driven companies.

“2026 will be a year in which we further sharpen our course and build concrete, innovative projects,” Drupsteen concludes. “With one goal: contributing to a regenerative and fair economy.”

Want to know more about Mission Zero and the research group? Read more about our Centre of Expertise here.