Innovation supported sustainability by generation of a new business model

This research explores the design of an innovative business model, a trailer rental service, associated with a trailer manufacturer, aiming to achieve the Triple Bottom Line of social, environmental, and economic sustainability. The operation takes place in the context of an online platform, with similar characteristics to those of a shared platform and a collaborative consumption model, and uses Lean Canvas as a framework for identifying critical components such as customer segments and revenue stream. The analysis applies the Context-Intervention-Mechanism-Outcome (CIMO) logic to develop actionable strategies that ultimately contribute to the understanding of how a sharing model can offer a proposal for balancing profit with social and environmental responsibility in industries where sustainability is hard to implement and monitor.