Considering the Normative Business Model (NBM) what are the implications for the Heilbrom Declaration?

Our article borrows from the organisational institutionalism literature to propose the foundations of a new theoretical construct : the Normative Business Model . The NBM aims to theoretically describe processes of institutional transformation, distinguishing deep institutionalisation as the embedding of values (normative orientations) into the practices and symbolic identity of organisations. The normative orientations of the NBM are a plurality of societal cares, concerns and problems, beyond sustainability. The NBM comprises four interacting and recursive cornerstones which we suggest have been under-developed in the business model literature to date. They are i) the significance of the normative dimension in institutional formation and change ii) simultaneous institutionalisation/de-institutionalisation processes iii) institutional entrepreneurialism as encultured, critical, reflexive and collective iv) the role of economy and financial governance. The article is illustrated by a study of Arizona State University. The NBM applies to the full range of organisation types, including but not exclusively businesses.