MMTC research Seminar presented by guest Cinzia Battistella (University of Udine, Italy)

Title: Proximity Strategies for Stakeholder Engagement in Business Models for Sustainability

Engaging stakeholders effectively is a cornerstone of sustainable business models, yet many organisations struggle to put it into practice. This seminar explores how proximity—the closeness in identity, function, production, or community—can serve as a powerful lever for stakeholder engagement. Drawing on multiple case studies, Cinzia Battistella and her co-authors propose a conceptual framework that combines five proximity dimensions and three strategic approaches (adaptation, association, and identity) to better integrate stakeholder engagement into business models for sustainability. The findings offer both conceptual clarity and practical insights for academics and practitioners seeking to bridge sustainability and collaboration in meaningful ways.