O flourishing business canvas para modelagem de negócios sustentáveis em startups convencionais e startups de impacto socioambiental do oeste do Paraná

Abstract

In the face of increasing socio-environmental pressures and the urgency of aligning economic development with planetary boundaries, sustainability has become a structuring dimension of contemporary business models. Startups, due to their innovative and scalable nature, play a strategic role in this process; however, they often operate under market logics that tend to prioritize economic value capture over the systemic integration of social and environmental dimensions, particularly within Brazilian regional ecosystems. An empirical gap remains regarding the comparative application of the Flourishing Business Canvas (FBC) in structuring sustainable business models in conventional startups and those considered to have socio- environmental impact. This research aimed to investigate, from a comparative perspective, how these typologies, located in Western Paraná, structured sustainable business models through the application of the FBC, considering the degree of socio-environmental intentionality as an analytical category. The study adopted a qualitative approach, employing a multiple case study design articulated with action research. Data were collected through an ESG (Environmental, Social and Governance) diagnosis, structured workshops applying the FBC, and analysis of the incorporation of the Sustainable Development Goals (SDGs) into organizational strategies. The data were examined through content analysis with triangulation. Additionally, a complementary interview was conducted with the co-author of the Flourishing Business Canvas, adopting a qualitative-interpretative approach to deepen the conceptual understanding of the empirical findings. The results indicate that the degree of socio-environmental intentionality influenced the centrality of sustainability within the architecture of business models, distinguishing between peripheral and reactive incorporations and those structurally integrated from the venture’s conception. An expansion in the entrepreneurs’ systemic awareness was observed; however, structural consolidation in the short term was not identified. The study concludes that sustainability in startups depends on strategic intentionality embedded in the logic of value creation, delivery, and capture, with the Flourishing Business Canvas serving as a relevant tool for fostering reflective processes and strengthening the regional innovation ecosystem.