Abstract Purpose This study aims to analyze the challenges startups face in implementing business models for sustainability. In particular, the research question of this study is: How do the challenges faced by startups affect business models for sustainability in the context of an emerging country? Design/methodology/approach Startups are increasingly incorporating ways to thrive in a competitive environment with innovative sustainable business models, a key factor for competitive advantage and corporate sustainability. This paper analyses startups’ challenges in adopting business models for sustainability through a case study in two startups, using the sustainable value exchange matrix (SVEM) tool through workshops, to carry out the diagnosis of these challenges. Findings The barriers and challenges of business models for sustainability in startups were found in different categories, where the main barriers are linked to the institutional category, the organizational and the market and sales culture. Thus, the authors concluded that there is a need to reformulate public policies and to have greater participation of the actors involved. Research limitations/implications The main limitation of the research is the number of case studies (only two), which makes it difficult to generalize the results. Practical implications The research presents two major contributions. First, through the case studies, it is possible to verify that the barriers and challenges in business models for sustainability have relevance for startups. The second contribution is the adaptation of SVEM in conducting the debate by incorporating the barriers and challenges in value creation and delivery system. Social implications This study contributes to the business models for sustainability literature to better understand the challenges startups face in practice and can serve as insights to help overcome them. As this is an empirical study, the information gathered can help create metrics and public policies to achieve the United Nations sustainable development goals. Originality/value The present research has as originality the analysis of the challenges in startups in implementing business models for sustainability and their relationships with the value proposition, capture and creation, as well as and delivery (adapted to the challenges found in the literature) applying the SVEM tool proposed by Morioka et al. (2018).

The article is the result of a survey aimed at analyzing the work of bus drivers for a collective urban transportation company that is considered a benchmark. The research sought to understand how the company could maintain a policy capable of reconciling the quality of public transportation with working conditions that are compatible with the professional development, comfort and health of the workers. The ergonomic work analysis methodology was adopted as a guide. The results show that one of the pillars of excellence achieved by this company is the quality of the work performed by their drivers, which is guided by the organizational values that permeate the organization. The driver plays a role in regulating the system by serving the population and providing mobility. Their activity is controlled by a series of interdependent variables, such as the demands for conducting the vehicle and the relationship with others.

A abordagem organizacional fornece uma visão ampla das situações de trabalho, o que permite a melhoria dos processos e a construção de situações de bem-estar para os trabalhadores. Devido à natureza do serviço oferecido, que implica a presença de diferentes categorias de clientes, em algumas atividades podem ocorrer situações de conflito, como no caso de atendentes em atividades administrativas de um serviço ambulatorial. Eles exercem atividades nas quais são os conectores entre os pacientes e os médicos, dois tipos de clientes com diferentes e, às vezes, contrastantes necessidades. Análises sobre as características do serviço, como perecibilidade, intangibilidade e coprodução, permitiram encontrar elementos que provocam problemas e, como consequência, podem causar uma situação difícil para os atendentes. Esse fato poderia ser considerado normal para tal tipo de serviço, todavia, pode ser uma fonte de problemas de produção e de saúde para esses trabalhadores. Desse modo, consideramos ser importante propor mudanças organizacionais, visando melhorias neste tipo de situação de trabalho.

An organizational approach can provide a wider range of work situations thus enabling improvements in the processes providing wellbeing of workers. In some activities, due to the nature of the service offered, which implies the presence of different types of customer, some conflict situations can occur. This is the case of attendants carrying out administrative duties of ambulatory services. They sometimes act as the link between the patients and the doctors, two different types of customers with different and sometimes contrasting needs. The analysis of service features such as intangibility, perishability, and co-production enabled to identify elements that cause problems and consequently difficult situations in the workplace. This could be considered normal considering this kind of service; however, it can affect production and lead to health problems for these workers. Therefore, it is important to propose organizational changes seeking improvements in this type of work situation.