Different stages of business sustainability: a visual metaphor

Purpose – The purpose of this paper is to explain the different stages of business sustainability through a visual metaphor. This metaphor compares the interaction between the different variables of sustainability to the interaction between the colour wheels in the Interconnected Spinning colour wheel. As a result of this comparison, we propose the different stages of business sustainability. Design/methodology/approach – Domains-interaction model approach is used to develop the metaphor. Findings – The four stages of the business sustainability system resulting from this metaphor are: designable, feasible, endurable and responsible. Research limitations – We recognize that a visual metaphor provides only a limited insight, which is a general drawback of a metaphor. Practical implications – This visual metaphor as a tool will help practitioners, students and academics to easily understand the concept of business sustainability and the various stages of the system. This new perspective can support the prac...