“…Such an approach-named dynamic business modeling for sustainability (DBMfS)-builds upon a revised BMC derived from the combination of an adapted sustainable BMC (Osterwalder & Pigneur, 2010) proposed by Bocken (2015) and Bocken, Schuit, and Kraaijenhagen (2018) and system dynamics (SD) modeling (Cosenz, 2017;Cosenz & Noto, 2016;Cosenz & Noto, 2018). The methodological support provided by SD has proven to be effective in modeling and analyzing business systems characterized by dynamic complexity and unpredictability, as well as in experimenting with the models to design and test strategies for performance management, sustainable development, and change (Bianchi, 2016;Morecroft, 2007Morecroft, , 2013Sterman, 2000;Torres, Kunc, & O'Brien, 2017;Videira, Antunes, Santos, & Lopes, 2010). Following the abovementioned purpose, this paper also provides an illustrative example of a DBMfS design in a real organization (Patagonia).…”