Sustainable Business Model - A Case Study of Mørenot
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Purpose: Mørenot is a Norwegian company from Søvik, that provides solutions to the global fishing-, aquaculture- and seismic industries. In Mørenot’s vision, they state that they want to drive the development of fishing and aquaculture solutions to help ensure that the oceans can feed generations to come in a safe manner, by being a leader in driving the development of fishing and aquaculture solutions (Mørenot, 2021). This thesis looks at the key concepts sustainability, circularity, CSR and EPR to gain a bigger understanding about the research question «how can Mørenot position itself to become a sustainable supplier». Methodology: The thesis conducts a single case study with the use of a mixed approach, with both qualitative and quantitative studies. It was first conducted a qualitative study using in-depth, semi-structured interviews with a selection of three key informants from Mørenot, followed by a quantitative study where a questionnaire was sent out to a group of Mørenot’s customers. Findings: Findings shows that there is a consistency between Mørenot and their customers thoughts about the key concepts. Both parts agrees that sustainability, circularity, CSR and EPR is important for both their own and their suppliers business. Mørenot and the respondents do to a greater extent work actively with the key concepts in their business, but findings implies that the customers find it more important to work with these topics themselves, than how their supplier, such as Mørenot, do this. Based on this, the recommendation to Mørenot is to keep working with the key concepts as they do today, but they should also include some other steps to achieve a more sustainable business model, such as working with how their employees view sustainability, and most importantly, they should do more research around the EPR regulations to better understand the regulations that the company is going to have to face in the future. Limitations and future studies: Because of a low response rate in the quantitative study, it is recommended that future studies look at a bigger group of respondents from Mørenot’s customers. It is also recommended to do a quantitative research amongst the employees of Mørenot. For the industry in general, it would be interesting to look at the same key concepts in other companies, and compare these to Mørenot and others. This will create a bigger understanding about how the industry relates to the topic.