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INNOVATION FOR
SUSTAINABILITY
Business Transformations
Towards a Better World

EDITED BY
Nancy Bocken, Paavo Ritala,
Laura Albareda and Robert Verburg

PA L G R AV E S T U D I E S I N S U S TA I N A B L E B U S I N E S S

In Association with Future Earth

Palgrave Studies in Sustainable Business
In Association with Future Earth

Series Editors
Paul Shrivastava
Pennsylvania State University
University Park, PA, USA

László Zsolnai
Corvinus University Budapest
Budapest, Hungary
Sustainability in Business is increasingly becoming the forefront issue for
researchers, practitioners and companies the world over. Engaging with
this immense challenge, Future Earth is a major international research
platform from a range of disciplines, with a common goal to support
and achieve global sustainability. This series will define a clear space for
the work of Future Earth Finance and Economics Knowledge-Action
Network. Publishing key research with a holistic and trans-disciplinary
approach, it intends to help reinvent business and economic models for
the Anthropocene, geared towards engendering sustainability and creat-
ing ecologically conscious organizations.

More information about this series at

http://www.palgrave.com/gp/series/15667
 Nancy Bocken · Paavo Ritala
Laura Albareda · Robert Verburg
Editors

Innovation
for Sustainability
Business Transformations Towards
a Better World
Editors
Nancy Bocken Laura Albareda
Lund University Lappeenranta University of Technology
Lund, Sweden Lappeenranta, Finland

Paavo Ritala Robert Verburg

Lappeenranta University of Technology Delft University of Technology
Lappeenranta, Finland Delft, The Netherlands

ISSN 2662-1320 ISSN 2662-1339 (electronic)

Palgrave Studies in Sustainable Business In Association with Future Earth
ISBN 978-3-319-97384-5 ISBN 978-3-319-97385-2 (eBook)
https://doi.org/10.1007/978-3-319-97385-2

Library of Congress Control Number: 2018962747

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature
Switzerland AG 2019
Chapter 11 is licensed under the terms of the Creative Commons Attribution 4.0 International License
(http://creativecommons.org/licenses/by/4.0/). For further details see licence information in the chapter.
This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether
the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse
of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and
transmission or information storage and retrieval, electronic adaptation, computer software, or by
similar or dissimilar methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this
publication does not imply, even in the absence of a specific statement, that such names are exempt
from the relevant protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this
book are believed to be true and accurate at the date of publication. Neither the publisher nor the
authors or the editors give a warranty, express or implied, with respect to the material contained herein
or for any errors or omissions that may have been made. The publisher remains neutral with regard to
jurisdictional claims in published maps and institutional affiliations.

Cover illustration: Sunset Avenue Productions/DigitalVision/Getty

This Palgrave Macmillan imprint is published by the registered company Springer Nature
Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
 Praise for Innovation for Sustainability

“This is an important book. Bringing to bear leading edge thinking in

innovation on problems in sustainability is critically important, and the
authors present a comprehensive approach that will become an invalua-
ble resource to both scholars and practitioners.”
—Rebecca Henderson, John and Natty McArthur University Professor,
Harvard University, USA

“Innovation stands out as a key factor in the urgent and challenging

pursuit of improving economic, social and environmental sustainability.
A transition to a new business paradigm, where a broader set of values
than the mere financial ones are fully taken into account, requires dis-
ruptive changes to the way we think and act. This book offers a com-
prehensive view of the challenges that need to be overcome in order to
increase innovation for sustainability, as well as concrete implications
for both researchers and practitioners.”
—Mats Magnusson, Professor, KTH Royal Institute
of Technology, Sweden

v
 Contents

1 Introduction: Innovation for Sustainability 1

Nancy Bocken, Paavo Ritala, Laura Albareda
and Robert Verburg

Part I Systemic View—the Big Picture

2 Innovation for Sustainability: Sceptical, Pragmatic,

and Idealist Perspectives on the Role of Business
as a Driver for Change 21
Paavo Ritala

3 Innovation for Sustainability: Literature Review

and Bibliometric Analysis 35
Laura Albareda and Arash Hajikhani

4 Environmental Factors in Business Engagement

in Innovation for Sustainability 59
Edurne A. Inigo

vii
viii   Contents

5 Circular Business Model Innovation for Sustainable

Development 77
Eva Guldmann and Rikke Dorothea Huulgaard

6 Business-Driven Ecological Innovations in Green

Growth Strategies 97
Jan Engelmann and Mohammad Al-Saidi

Part II Strategy and Leadership for a Sustainability

Transition

7 Leadership, Innovation, and Sustainability 117

Robert Verburg

8 Leadership and Goal Setting for Sustainable

Innovation Projects in Large Businesses 135
Ilka Weissbrod

9 Exploring the Pitfalls of Systemic Innovations

for Sustainability 157
Nina Tura, Genevieve Mortimer and Antero Kutvonen

10 Toward Smart and Sustainable Business Models

in Retail 177
Sveinung Jørgensen and Lars Jacob Tynes Pedersen

11 Business Model Innovation for Sustainability

Through Localism 193
Linn Meidell Dybdahl

12 Identifying Strategies for Sustainable Entrepreneurship 213

Tero Rantala, Minna Saunila, Juhani Ukko
and Hannu Rantanen
 Contents   ix

Part III Measurement and Assessment of Sustainable

Innovation

13 Sustainable Innovation Measurement: Approaches

and Challenges 233
Nuwan Gunarathne

14 Assessing the Impact of Sustainable Business

Models: Challenges, Key Issues and Future Research
Opportunities 253
Romana Rauter, Martina Zimek, Rupert J. Baumgartner
and Josef-Peter Schöggl

15 REVERSING MATERIALITY: From a Reactive Matrix

to a Proactive SDG Agenda 271
Rob van Tulder and Laura Lucht

16 Intentional Design for Diversity as Pathway

to Scalable Sustainability Impact 291
Wouter C. Kersten, Jan Carel Diehl and Jo M. L. van Engelen

17 How Firms’ Strategic Environmental Goals Influence

Product Innovation 311
Wolfgang Gerstlberger, Alex da Mota Pedrosa
and Reynir Smari Atlason

Part IV Tools, Methods and Technologies

18 Experimentation for Sustainable Innovation 335

Ilka Weissbrod

19 Experimenting with Circular Business Models—A

Process-Oriented Approach 353
Maria Antikainen and Nancy Bocken
x   Contents

20 Game-Based Approaches to Sustainable Innovation 375

Katherine Whalen and Gerben Kijne

21 Circular Economy Inspired Imaginaries for Sustainable

Innovations 393
Rumy Narayan and Annika Tidström

22 The Impacts of Digital Technologies on Innovating

for Sustainability 415
Sabrina Schneider

23 Online Platforms and the Circular Economy 435

Jan Konietzko, Nancy Bocken and Erik Jan Hultink

Index 451
 Notes on Contributors

Laura Albareda is Associate Professor at the School of Business and

Management of Lappeenranta University of Technology and Visiting
Professor at Deusto Business School. She has been Postdoctoral Fellow
at the Carroll School of Management of Boston College. Her research
focuses on business sustainability, cross-sector collective action and
polycentric governance. She also works on sustainability-oriented inno-
vation, value creation and sustainable business models. Her research
papers have been published in specialised journals such as Journal of
Business Research, Business & Society, Journal of Business Ethics, Journal
of Cleaner Production, Business Ethics: A European Review. Her paper
“Polycentric governance of privately owned resources in Circular
Economy Systems”, co-authored by Patala, Albareda & Halme has been
awarded by the Carolyn Dexter Award for Best International Paper
2018 and Organizations & the Natural Environment Division (ONE)
Unorthodox Paper Award 2018 at the Academy of Management Annual
Meeting, Chicago, August 2018.
Dr. Mohammad Al-Saidi is a Research Assistant Professor for sustain-
able development policy and planning at the Center for Sustainable
Development with the College of Arts and Sciences, Qatar University.
xi
xii   Notes on Contributors

He holds two master-level degrees in economics and political sciences

and a Ph.D. in economics from Heidelberg University, Germany. Dr.
Al-Saidi publishes on water policies, water-energy-food nexus and nat-
ural resources governance in developing countries, particularly in the
context of Middle East and North Africa.
Maria Antikainen works as Principal Scientist at VTT. She is also
an Adjunct Professor in the Department of Industrial Management,
Tampere University of Technology, specialising in innovation in busi-
ness networks. She leads scientific work and excellence development
in Circular Economy at VTT. In specific, her research focuses on busi-
ness model innovation, business model experimentations and con-
sumer-driven services in the context of the Circular Economy. She
has been leading and involved in multiple projects related to the CE
(national and EU). She is a certified and experienced project manager
(IPMA, Level C) and active publisher of her scientific work working as
a reviewer in several academic journals and conferences.
Dr. Reynir Smari Atlason is an Assistant Professor at the University of
Southern Denmark (SDU), Life Cycle Engineering, Dept. of Chemical
Engineering, Biotechnology and Environmental Technology. He
became a faculty member in 2015 after receiving his Ph.D. from the
University of Iceland. Dr. Atlason is a co-founder of Circular Solutions,
a sustainability consultancy located in Iceland and Denmark. His
research has mainly focused on sustainable product development and
Energy Return on Investment (EROI).
Rupert J. Baumgartner is professor of sustainability manage-
ment. Since 2011, he is Director of the Institute of Systems Sciences,
Innovation and Sustainability Research, and since 2012, Vice-Dean
of the Faculty for Regional, Environmental and Educational Sciences
at the University of Graz. He is board member of the International
Sustainable Development Research Society (ISDRS).
Before joining the University of Graz, he was Senior Researcher
in the field of strategic management and industrial ecology at the
Åbo Akademi University in Finland and at the University of Leoben,
Austria. He published more than 40 journal papers, 3 books and more
 Notes on Contributors   xiii

than 20 book sections. His main research interests are corporate sus-
tainability management, sustainability assessment, LCA, industrial
ecology/circular economy, interorganisational management and sustain-
ability-oriented innovation. He was named as DuPont Young Professor
2016 and he was awarded with the Seraphine-Puchleitner-Price 2017 by
the University of Graz as the best Ph.D. supervisor.
Nancy Bocken is Professor and Research Coordinator in Sustainable
Business Management and Practice at Lund University, IIIEE in
Sweden. She focuses on different approaches for sustainable business
innovation such as experimentation and business model innovation. She
is also Associate Professor at TU Delft, Industrial Design Engineering
and Fellow at the Cambridge Institute for Sustainability Leadership,
which develops and delivers executive programmes and education in
sustainability leadership. She is also Visiting Professor at Lappeenranta
University of Technology and Maastricht University. Nancy co-founded
HOMIE who are involved in ‘pay per use’ business models, starting with
washing machines, to drive sustainable consumption and ‘circularity’.
Dr. Alex da Mota Pedrosa is Professor at the DHSH. Dr. Pedrosa’s
expertise is in the fields of new product and service development, organ-
isational behaviour and research methods. His research interests include
innovation management, innovation systems at different levels, organi-
sational behaviour and research methods. He teaches courses in innova-
tion management and methods as well as in public organisation.
Jan Carel Diehl (1969) received his M.Sc. and Ph.D. degrees in
industrial design engineering from Delft University of Technology.
In his present position, he is Associate Professor for the Design for
Sustainability (DfS) research programme and Senior Researcher within
the Delft Global Initiative and the LDE Centre for Frugal Innovation
in Africa. The focus of his research is on Context Variation by Design
(CVD) and Sustainable Product Service Systems (SPSS) especially
applied in low-resource settings.
Linn Meidell Dybdahl works at the Nordic Institute for Studies in
Innovation, Research and Education. Her research interest is innova-
tion towards a more sustainable society, on both an organisational and
xiv   Notes on Contributors

systemic level. She is particularly interested in sustainable business model

innovation and sustainability transitions. In addition, Dybdahl is engaged
in the idea of responsible research and innovation, promoting inclusive,
reflexive and responsive research designs, to co-produce knowledge that
can solve the grand challenges of our times. Her educational background
is interdisciplinary, including training in innovation, entrepreneurship,
communication, project management and psychology. Prior to her years
in the institute sector, Dybdahl has worked as a communication specialist
in several organisations. She has also several years of practical experience
as a business developer, running strategy processes with start-ups.
Jan Engelmann is a Graduate Student from the Institute for
Technology and Resources Management in the Tropics and Sub-Tropics
at Cologne University of Applied Sciences. He holds a master degree in
integrated water resources management (IWRM) and is now working
in international cooperation in the field of climate policy. His particular
interest of research is natural resource management and policy making
in the MENA region and Africa.
Dr. Wolfgang Gerstlberger is Associate Professor for Integrative
Innovation Management at the University of Southern Denmark
(SDU). Prior to joining SDU, Wolfgang served as a head of an
Endowed Chair “Innovation Management & Small Business Research”
at Technical University (TU) Dresden. He holds a master’s and Ph.D.
degree in social sciences, and a habilitation in business administration
from Kassel University, Germany. His research and teaching interests are
sustainable innovation management and systems, especially in the areas
of renewable energy and energy efficiency technologies.
Eva Guldmann (1976) is a Ph.D. Fellow in the Department of
Planning, Aalborg University (AAU). She holds a M.Sc. in engineer-
ing from the Technical University of Denmark (DTU) in the field of
Planning and Management. Eva has more than ten years of industry
experience working with business intelligence, product portfolio man-
agement and project management at among others LEGO Company
and Bang & Olufsen, which has provided her with insight into R&D,
supply chain management, marketing and sales.
 Notes on Contributors   xv

Eva’s research focuses on implementation of circular economy at the

company level. This includes research into circular business models, busi-
ness model innovation, the role of business experimentation and other
tools for business model innovation, as well as barriers to such innova-
tion. The research comprises practice reviews, action research to co-create
knowledge with industry and other qualitative research methods.
Nuwan Gunarathne is currently a doctoral candidate at the Griffith
University, Australia. After years of teaching, consulting and research,
he also serves as a Senior Lecturer in the Department of Accounting,
University of Sri Jayewardenepura, Sri Lanka. He is a member of both
the Chartered Institute of Management Accounting (UK) and the
Institute of Certified Management Accountants of Sri Lanka. He has
an M.B.A. from the Postgraduate Institute of Management (PIM), Sri
Lanka, and a degree in business administration from the University of
Sri Jayewardenepura. He has authored and co-authored many national
and international publications in different spheres of management
accounting, sustainability accounting, integrated reporting and account-
ing education. His articles have been published in several international
journals such as Journal of Accounting and Organizational Change,
Accounting Research Journal and Financial Management and Managerial
Auditing Journal. Nuwan has presented papers in Finland, Australia, Sri
Lanka, Indonesia, Germany and South Korea. He also spearheaded the
launch of ‘Environmental Management Accounting (EMA) Guidelines
for Sri Lankan Enterprises’ in 2014. Nuwan is also a committee mem-
ber of the Environmental and Sustainability Management Accounting
Network (EMAN) Asia Pacific (AP) and country representative of the
Sri Lanka Chapter of EMAN-AP.
Arash Hajikhani is a Researcher and a Doctoral Student in School
of Engineering Science at Lappeenranta University of Technology.
He has been working and publishing on various aspects on Social
Network Service (SNSs) platforms for evaluation and measurement of
its socio-economic effects. He proposed advanced methods for opera-
tionalising SNSs data and a perspective for deep content analysis to
comprehend brand presence. He conducted a study on transforming
unstructured data in SNSs into a validated indicator for measuring
xvi   Notes on Contributors

firms marketing innovation published in International Journal of

Innovation and Technology Management (2016) and World Scientific
Book Chapters (2017). His attempts on systematic processing of data
sets such as SNSs, publication and patent data have been published in
venues such as Association for Computing Machinery 2015, Hawaii
International Conference on System Sciences 2017 and Academy of
Management Conference 2018.
Erik Jan Hultink, Ph.D. is a Professor of new product marketing
and Head of the Department of Product Innovation Management
at the Faculty of Industrial Design Engineering, Delft University of
Technology, Delft, the Netherlands. His research focuses on launch
and branding strategies for new products. He has published on these
topics in such journals as Journal of the Academy in Marketing Science
and Journal of Product Innovation Management. He was the Founder
and Director of the Master in Strategic Product Design at the Delft
University of Technology, a programme that was recently ranked
by Business Week as one of the world’s top design schools. He is co‐
founder of the Dutch chapter of the Product Development and
Management Association (PDMA). He regularly consults companies on
the topic of new product marketing.
Rikke Dorothea Huulgaard (1982) is Postdoctoral Researcher in the
Department of Planning, Aalborg University (AAU). She holds a Ph.D.
degree based on the Ph.D. thesis Ecodesign—A Study of the Ecodesign
Directive and Ecodesign Practices at Grundfos, Bang & Olufsen and
Danfoss Power Electronics, and a M.Sc. in engineering, environmental
management from Aalborg University. Before her career in academia,
Rikke worked as an environmental consultant in the Department of
Safety, Health and Environment at Bang & Olufsen, working with
among other things product-related environmental issues in the product
development process and compliance with environmental regulation.
Rikke’ research interests are sustainability, ecodesign and circular econ-
omy in a business and regulatory context.
Dr. Edurne A. Inigo is a Postdoctoral Researcher in responsible
innovation at Wageningen University, the Netherlands. Her research
 Notes on Contributors   xvii

interests lie in the intersection of responsibility, sustainability and eco-

nomic profitability in innovation, particularly from the approach of
wider sociotechnical transitions. She has a background in law, business
and political economy, and before joining academia, she worked in a
boutique consultancy on sustainability and innovation projects and as a
freelance consultant.
Sveinung Jørgensen is Associate Professor at Inland Norway
University of Applied Sciences, Norway. He holds a Ph.D. degree from
Karlstad University. He does research on the design and innovation of
sustainable business models and field experiments on socially and/or
environmentally beneficial behaviours. He serves on numerous boards,
acts as a strategic business advisor and is an active public speaker.
Wouter C. Kersten (1972) received his M.Sc. degree in Industrial
Engineering and Management from the University of Twente and
M.Sc. in Environmental Science from the University of Greenwich.
He amongst others worked at Tilburg University and since 2012 at
Delft University of Technology at the faculty of Industrial Design
Engineering. He was (co-)author of various book chapters, conference
presentations, popular and academic articles on topics ranging from
sustainability in the financial sector to entrepreneurship and design. He
is coordinating the Context Variation by Design research theme and is
currently pursuing a Ph.D. in that research area.
Gerben Kijne earned an engineering degree in the field of strate-
gic product design at Delft University of Technology. Working in
Amsterdam, Manchester and Copenhagen, he leads the alignment
of stakeholder interests on tech-related projects in IoT, infrastructure,
energy and applied gaming. He was awarded a spot on the 2016 Forbes
30 under 30 list for his work on a mobile game that encourages energy
saving.
Jan Konietzko is a Ph.D. candidate at Delft University of Technology
(NL) as part of a Marie Curie Innovative Training Network on circu-
lar economy financed by the European Commission. The goal of his
research is to describe, analyse and design business model experiments
that can trigger circular economy transitions, mostly at the level of the
xviii   Notes on Contributors

innovation ecosystem. Prior to his Ph.D., he worked in various roles to

analyse the sustainability performance of firms. His background is in
sustainability science and economics.
Antero Kutvonen, D.Sc. holds a position as Postdoctoral Researcher
in LUT and has been working in a research position there since 2007.
He has published in several journals, such as the Technology Analysis and
Strategic Management and European Journal of Innovation Management.
His research deals with issues at the intersection of open innovation and
strategy as well as management of innovation, business ecosystems and
technology.
Laura Lucht is a Research Associate at the Partnerships Resource
Centre, RSM Erasmus University. She researches the link between
materiality and the Sustainable Development Goals (SDGs) in particu-
lar: how can companies integrate sustainability in their core business and
work towards positive impact? She has been involved in several research
projects on cross-sector partnerships, investigating the relevance, effec-
tiveness and quality of these collaborations. This includes evaluating
ongoing cross-sector partnerships for sustainable development and
exploring conditions for successful partnerships. Laura holds a mas-
ter’s degree in international development with a regional focus on Latin
America. Previously, she worked as project manager in the regional team
Latin America at the Centre for the Promotion of Imports from devel-
oping countries (CBI).
Genevieve Mortimer, Ph.D. is a Project Manager at Climate-KIC
Australia. She is working as a business sustainability consultant integrat-
ing engineering technologies, decision-making processes and organisa-
tional change strategies to solve complex problems. She has graduated as
Doctor of Philosophy, focusing on sustainability and management from
the School of Business, Economics and Social Science of the University
of Hamburg. She has previously worked at the Thünen Institute for
International Forestry and Forest Economics under a European Union
Marie Curie Early Stage Researchers funded programme.
Rumy Narayan is a doctoral candidate at the School of Management,
University of Vaasa, Finland. Her research focuses on sustainability
 Notes on Contributors   xix

networks, innovation systems and sociotechnical transitions. Prior to

her doctoral studies, she has been a business journalist, an information
analyst, and sustainability consultant, manager and knowledge resource.
In these roles, she has worked with companies like Walmart and Tetra
Pak, and organisations like Environmental Protection Encouragement
Agency (EPEA), a scientific research consultancy working with the
Cradle-to-Cradle design concept and Indian Institute for Corporate
Affairs (IICA), a think tank for the Ministry of Corporate Affairs,
Government of India.
Lars Jacob Tynes Pedersen is Associate Professor and Head of the
Centre of Ethics and Economics at NHH Norwegian School of
Economics, Norway. He holds a Ph.D. degree from the same institu-
tion. He does research on the design and innovation of sustainable busi-
ness models and field experiments on socially and/or environmentally
beneficial behaviours. He is an active public speaker and strategic busi-
ness advisor.
Tero Rantala is a Researcher and Doctoral Student at Lappeenranta
University of Technology, Department of Industrial Engineering and
Management. His current research focuses on performance manage-
ment and measurement of university–industry collaborations. In addi-
tion, his current research interests involve different areas of performance
management in digital business environments and sustainable business
contexts.
Hannu Rantanen is a Professor of Industrial Management at the
Lappeenranta University of Technology. His research concentrates on
performance measurement and management in the private and pub-
lic sector, and cost management in industrial enterprises. The latest
research focus on productivity, digitalization in performance and sus-
tainable business.
Romana Rauter is a specialist in the field of sustainability and innova-
tion management. She works as an Assistant Professor at the Institute of
Systems Sciences, Innovation and Sustainability Research at University
of Graz. She received her Doctorate in Social and Economic Sciences
with a thesis addressing the topic of interorganisational knowledge
xx   Notes on Contributors

transfer between research organisations and SMEs. She was a Visiting

Scholar at the Nijmegen School of Management at the Radboud
University Nijmegen, the Netherlands, in 2014, and at the IMED
Business School, Passo Fundo, Brazil, in 2017. Recently, she acted as
conference chair for the 2nd International Conference on New Business
Models held in Graz, Austria, in 2017. Her current main research inter-
ests include sustainability innovation, new and sustainable business
models as well as strategic sustainability management.
Paavo Ritala, D.Sc. (Econ. & Bus. Adm.) is a Professor of Strategy
and Innovation at the School of Business and Management at
Lappeenranta University of Technology (LUT), Finland. He is inter-
ested in questions and themes around organising heterogeneous systems
and networks, where different actors and institutions co-evolve, col-
laborate and compete. His research has focused on the topics of value
creation and appropriation, organisational renewal and innovation,
networks, platforms and ecosystems, coopetition, as well as sustainable
value creation and related business models. His research has been pub-
lished in journals such as Research Policy, Journal of Product Innovation
Management, Industrial and Corporate Change, British Journal of
Management and Technovation. He is also closely involved with business
practice over these topics through company-funded research projects,
executive and professional education programme, and in speaker and
advisory roles. Professor Ritala currently serves as an Associate Editor of
R&D Management.
Minna Saunila, D.Sc. (Tech.) is a Senior Researcher at Lappeenranta
University of Technology, School of Engineering Science. Her research
covers topics related to innovation, service operations, as well as sus-
tainable value creation. She has previously published among others in
Journal of Engineering and Technology Management, Technology Analysis
and Strategic Management and Journal of Organizational Effectiveness:
People and Performance.
Sabrina Schneider is an Assistant Professor for Managerial Technology
Management at the University of Kassel, Germany. Her research centres
on the strategic implications of digital technologies on business and society.
 Notes on Contributors   xxi

Josef-Peter Schöggl works as a Postdoctoral Researcher at the Centre

for ECO2 Vehicle Design at KTH—Royal Institute of Technology in
Stockholm. He holds a Ph.D. in environmental systems sciences in
which he addressed the topic of supply chain-wide sustainability assess-
ment. In his research at KTH, he focuses on design for sustainability
in early stages of automotive engineering. Further research interests
include life cycle analysis and sustainable product management in the
context of a circular economy.
Annika Tidström is a Professor at the School of Management,
University of Vaasa, Finland. Her research interests are related to
business networks, industrial relationships, coopetition, tensions
and strategy-as-practice. She has published several articles in jour-
nals such as Industrial Marketing Management, Journal of Business and
Industrial Marketing, Journal of Purchasing and Supply Management and
Scandinavian Journal of Management. Professor Tidström is an active
member of the international coopetition research community and she is
also involved in the Industrial Marketing and Purchasing (IMP) group.
Nina Tura, D.Sc. (Tech.) is a Researcher in Innovation Management
Group, Industrial Engineering and Management Department at
Lappeenranta University Technology (LUT), Finland. Currently, she is
working with the topics of sustainability-oriented innovations, circular
economy, platform-based business models and sharing economy. Her
research has been published in journals such as Technology Analysis and
Strategic Management, International Journal of Innovation and Technology
Management and International Journal of Innovation and Sustainable
Development. Her main interest areas include also teaching and (adult)
pedagogy, and currently, she is preparing her master studies of specialist
in adult education at the University of Eastern Finland.
Juhani Ukko is a Senior Researcher at Lappeenranta University of
Technology, Department of Industrial Engineering and Management.
He is also an Adjunct Professor at Tampere University of Technology.
His current research interests involve different areas of performance
management and measurement, related to operations management, dig-
ital services, innovation and sustainable business.
xxii   Notes on Contributors

Professor Jo M. L. van Engelen, M.Sc., Ph.D. (1959) studied phys-

ics and mathematics at the University of Technology in Eindhoven and
Business Administration at the University of Twente. He received his
Ph.D. in 1989 from the University of Twente. In 1991, he was appointed
Chaired Professor of Business Development and later Research Fellow
at the Faculty that currently carriers the name Economics and Business
Administration of the University of Groningen. In 2010, he was appointed
Chaired Professor of Integrated Sustainable Solutions at the Faculty of
Industrial Design Engineering of Delft University of Technology. He
was author or co-author of over ten books and more than 100 scientific
articles.
Rob van Tulder is Full Professor of International Business at RSM
Erasmus University Rotterdam. He is co-founder of the Department of
Business-Society Management, one of the leading departments in the
world studying and teaching about the contribution of business and
leaders towards society. Dr. Van Tulder is founder and academic direc-
tor of the Partnerships Resource Centre that studies the cross-sector
partnerships between firms, NGOs and government for sustainable
development. He published in journals like the California Management
Review, Journal of International Business Studies, Journal of Business
Ethics, Journal of World Business, World Development. His 20+ books deal
with topics like: International Business-Society Management, Skills,
Wicked Problems, Sustainable Development, Motivation, Cross-Sector
Partnerships, Transition management, Technological change.
Robert Verburg is an Associate Professor in the area of technol-
ogy and innovation management at Delft University of Technology,
the Netherlands. His research interests focus on leadership, managing
people, entrepreneurial behaviour, knowledge processes and innova-
tion. He has published articles in management journals, such as the
Journal of Management (JOM), Group & Organization Management,
the International Journal of Human Resource Management (IJHRM),
Knowledge and Process Management (KPM), New Technology, Work
and Employment (NTWE), Leadership Quarterly (LQ), European
Management Journal (EMJ) and the International Journal of Project
 Notes on Contributors   xxiii

Management (IJPM). He is also involved with both master and execu-

tive teaching and he is the Director of Studies for the Management of
Technology programme at Delft University.
Dr. Ilka Weissbrod is a Postdoctoral Researcher in business sustaina-
bility management at the Leuphana University of Lüneburg, Germany.
Her research interests lie in the areas of exploratory corporate sustain-
able innovation activities and sustainable entrepreneurship. She has a
background in climate science and business and a thorough grounding
in sustainable innovation practice through hands-on experience as direc-
tor of small enterprises and as consultant to large corporates.
Katherine Whalen is a Lund University doctoral student at the
International Institute for Industrial Environmental Economics. She
is responsible for researching business aspects of circular economy in
MISTRA REES, a Swedish research programme on circular economy.
Her interests include business model innovation, entrepreneurship and
game-based learning. Katherine previously worked at Circle Economy, a
non-profit, circular economy-focused organisation based in Amsterdam
where she led the Circular Design Program. She holds engineering
degrees from Webb Institute and Delft University of Technology.
Martina Zimek is a Ph.D. student at the Institute of Systems Sciences,
Innovation and Sustainability Research at the University of Graz. She
earned her master’s degree in environmental system sciences with its
subject focus on sustainability-oriented management. She made part
of her master in Australia, Sydney (University of Western Sydney),
focusing on topics of business administration. Since November 2015,
she works as university assistant at the University of Graz, studying
for a Ph.D. in the interdisciplinary doctoral programme at the Faculty
of Environmental and Regional Sciences and Education; her current
research interests are corporate social responsibility, sustainability per-
formance, corporate sustainability assessment. The focus of her Ph.D.
thesis is on operationalization of sustainability performance when sys-
temic impacts are integrated.
 List of Figures

Fig. 1.1 Innovation for sustainability spectrum (Adapted from

Konietzko et al. 2018; Adams et al. 2016 and Ceschin
and Gaziulusoy 2016) 5
Fig. 1.2 Overview of book structure 8
Fig. 3.1 Core literature citations received for the 5 key IfS
discussions over time 44
Fig. 3.2 Time series for core and peripheral literature publication
numbers 45
Fig. 3.3 Distribution of subject category citations in the core
and peripheral literature 46
Fig. 3.4 Most popular and cited publication venues for core
and peripheral literature 47
Fig. 4.1 Levels of environmental dynamism and impact on firms’
IFS engagement 66
Fig. 5.1 In a CBM, the business model is redesigned to
encompass circular services and product design.
Adapted from Osterwalder and Pigneur (2010),
Bocken et al. (2016a) and Guldmann and Remmen (2018) 80
Fig. 6.1 Concepts and principles related to green growth
(author’s illustration, based on Prognos 2014) 103

xxv
xxvi   List of Figures

Fig. 8.1 Ideal decision outcome of the relationship between

sustainable innovation project uncertainty and corporate
resources (building on Tidd and Bessant 2013) 138
Fig. 9.1 Decision-making challenges in innovation for sustainability 169
Fig. 15.1 Exemplary GRI G4 Materiality Matrix in which we
position the 4 strategic options companies have and
we indicate how walk and talk are related to the axes.
https://g4.globalreporting.org/how-you-shouldreport/
reporting-principles/principles-for-defining-report-
content/materiality/Pages/default.aspx 277
Fig. 16.1 Alignment of goal setting and level of (un)certainty
of circumstances 301
Fig. 16.2 Combinations of adaptive vs. centralised design
and management perspectives 303
Fig. 17.1 Research model 318
Fig. 18.1 General model of a process under investigation
(Adapted from Montgomery 2001) 338
Fig. 18.2 Validated customer learning loop (Amended from
Weissbrod and Bocken 2017, adapted from Ries 2011
and Blank 2013) 340
Fig. 18.3 Experimental learning method for sustainable
innovation based on the lean startup approach
(Adapted from Weissbrod and Bocken 2017) 347
Fig. 19.1 Series of rapid experimentations 358
Fig. 19.2 Business model experimentation process model
(Source Developed from Bocken et al. [2018],
Osterwalder et al. [2014], Schuit et al. [2017]
and Antikainen et al. [2017]) 361
Fig. 19.3 Rapid Experimentation Card (Source Antikainen et al.
[2017]) 363
Fig. 19.4 Liiteri rapid mode experimentation card (Antikainen
et al. 2017) 369
Fig. 21.1 From CE-inspired imaginaries to sustainable innovations 404
Fig. 23.1 The roles of online platforms in enabling a circular
economy: market, operate and co-create products,
components and material 445
 List of Tables

Table 2.1 Sceptical, pragmatic, and idealist perspectives on

innovation for sustainability 25
Table 4.1 Main features of the sample companies 65
Table 5.1 Model for Circular Business Model Innovation (CBMI) 87
Table 6.1 Green growth definitions of leading key institutions 101
Table 7.1 Different leadership perspectives which highlight
moral/ethical dimensions 122
Table 8.1 Characteristics of conventional versus sustainable
innovation 137
Table 9.1 Overview of the challenges of delivering systemic
innovations for sustainability 163
Table 11.1 The fashion companies’ business models 201
Table 12.1 Cluster analysis results 219
Table 12.2 The means of the sustainability factors in each cluster 221
Table 13.1 The typology of sustainable innovation 236
Table 13.2 Examples of KPIs for sustainable innovation performance 243
Table 13.3 Sustainable innovation performance measurement
challenges and solutions 245
Table 14.1 Evaluation of assessment methods to weigh corporate
activities related to business model building blocks
(Author’s illustration) 258
xxvii
xxviii   List of Tables

Table 15.1 Materiality of the SDGs and organizational alignment 284

Table 17.1 Logistic regression findings 319
Table 20.1 Game elements summarized by the authors based
on Fullerton and Swain (2008) 377
Table 20.2 Overview of case examples discussed in the chapter 378
Table 22.1 Economic, social and environmental opportunities
and challenges of digital technologies 420
Table 23.1 The roles of online platforms, how literature describes
them and their key potential for a circular economy 438
 1
Introduction: Innovation for Sustainability
Nancy Bocken, Paavo Ritala, Laura Albareda
and Robert Verburg

Rationale and Aims—Why This Book, Why Now?

Grand challenges such as climate change, economic and social ine-
quality, as well as resource scarcity are increasingly recognized across
the policy, business and academic domains (Ferraro et al. 2015).
Scientists have described that we have entered a new geological epoch,
the Anthropocene, by which the impacts that human development

N. Bocken (*)
IIIEE, Lund University, Lund, Sweden
e-mail: N.M.P.Bocken@tudelft.nl
P. Ritala · N. Bocken
Lappeenranta University of Technology, Lappeenranta, Finland
e-mail: ritala@lut.fi
L. Albareda
Lappeenranta University of Technology, Lappeenranta, Finland
e-mail: Laura.Albareda@lut.fi
© The Author(s) 2019 1
N. Bocken et al. (eds.), Innovation for Sustainability,
Palgrave Studies in Sustainable Business In Association with Future Earth,
https://doi.org/10.1007/978-3-319-97385-2_1
2    
N. Bocken et al.

have caused on Earth systems are putting our resilience at risk (Steffen
et al. 2011). In this regard, nine “planetary boundaries” (Rocktröm
et al. 2009) are highlighted: climate change, rate of biodiversity loss,
interference with the nitrogen and phosphorus cycles, stratospheric
ozone depletion, ocean acidification, global freshwater use, land use
change, chemical pollution and atmospheric aerosol loading. This
analysis has been integrated in international studies such as the latest
Intergovernmental Report on Climate Change report (IPCC 2018a)
that shows the pressing need to limit global warming.
Indeed, the most pressing issue of all is the climate change, because it
is intertwined with several other sustainability issues. The IPCC (2018a)
is clear on the ever more pressing need to tackle climate change to
curb further devastating effects, including reduced crop yields, increas-
ing sea levels, coral bleaching, extreme weather events, increased water
stresses and droughts, slower economic growth and more people living
in poverty. In order to limit global warming as per the Paris Climate
Agreements, policy and business action need to be accelerated and
ambitions need to be raised (IPCC 2018a). “Limiting global warming to
1.5 °C would require rapid, far-reaching and unprecedented changes in
all aspects of society”, according to IPCC Chair Lee (IPCC 2018b: 1).
More broadly, the key sustainability challenges have been formal-
ized in 17 sustainable development goals (SDG), developed from the
Millennium Goals, including challenges around climate action, clean
water and sanitation, zero hunger and reducing inequality. They were
adopted by the UN in 2015 calling for new collaborative solutions by
governments, businesses, researchers and civil society organizations
(George et al. 2016). These grand challenges may be viewed as “the

R. Verburg
Faculty of Technology, Policy and Management,
Delft University of Technology, Delft, The Netherlands
e-mail: r.m.verburg@tudelft.nl
N. Bocken
Industrial Design Engineering, Delft University of Technology,
Delft, The Netherlands
Another random document with
no related content on Scribd:
No tan presto Arsiano diera fin á
su canción si no sintiera venir por
la parte del río un gran tropel de
pastores, y escondióse entre lo
más espesso de los árboles;
esperó lo que sería, y vido llegar
al lugar mismo donde él antes
estaba á Sasio con su lira, á
Ergasto con la flauta y á Fronimo
con el rabel, y templando los
instrumentos, después de haber
tañido un rato, al mismo son
Liardo comenzó á cantar
aquestos versos, tomando
principio desta canción ajena:

LIARDO
Donde sobra el merecer,
aunque se pierda la vida
bien perdida no es perdida.
Tal ganancia hay que
desplace
y tal perder que es ganar,
que á todo suele bastar
la forma con que se hace;
de tal arte satisface
nuestro valor á mi vida,
que perdida no es perdida.
La vanagloria de verme
morir en vuestro servicio
será el mayor beneficio
que el vivir puede hacerme;
para pagar el valerme
quiero yo poner la vida,
do perdida no es perdida.
 De lo que el Amor ha hecho
no puedo llamarme á engaño,
que si fué en la vida el daño,
en la muerte está el provecho;
si de trance tan estrecho
se aparta y libra la vida,
es perdida y más perdida.
Ser la vida despreciada
si en la muerte no se cobra,
bien se conoce que es obra
sobrenatural causada;
á vos sola es otorgada
tal potestad en la vida,
si es perdida ó no es perdida.

Mal se les hace esta noche á los

nuevos amantes su propósito,
que si Arsiano fué impedido, á la
primera canción de Liardo, Liardo
lo fué de la misma suerte, porque
apercibiéndose para la segunda,
de la parte del soto comenzó á
sonar una flauta y tamborino, y
esperando quien fuesse llegó
Damón, que era el que tañía, y
con él Barcino y Colin, grandes
apassionados de Dinarda. Poco
se les dió que los demás pastores
estuviessen junto á la cabaña,
antes llegándose á ellos, Barcino
los desafió á bailar, y Fronimo
(que no era menos presumido)
salió al desafío, y aunque al
principio comenzaron á nombrar
grandes precios en su apuesta, al
cabo acordaron que se bailasse la
honra. Pusieron por juez á Sasio,
y aguardando que passasse una
nube que les impedía la luna,
apenas mostró su cara clara y
redonda cuando Fronimo
comenzó un admirable
zapateado, que el tamborino tenía
que hacer en alcanzalle: acabó
con una vuelta muy alta y
zapateta en el aire que fué
solenizada de todos; y á la hora
Barcino, que ya tenía las haldas
en cinta y las mangas á los
codos, entró con gentil compas
bailando, y á poco rato comenzó
unas zapatetas salpicadas; luego
fué apresurando el son con
mudanzas muchas y muy nuevas,
y cuando quiso acabar tomó un
boleo en el aire con mayor fuerza
que maña de arte, que por caer
de pies cayó de cabeza. Su dolor
y el polvo y la risa de los pastores
fué causa de correrse Barcino, de
manera que si Sasio no le
animara se alborotara la fiesta, y
pidiéndole que juzgasse les dixo
que sabían que el premio era la
honra, y el uno la había hallado
en el aire y el otro en el polvo,
que pues assí era toda la del
mundo, ambos quedaban muy
honrados. A este tiempo ya
Arsiano se había mezclado con
ellos, cansando de estar
escondido, y viéndose juntos
Sasio y él, unas veces ellos
cantando y otras Damón tañendo,
passaron la mayor parte de la
noche. ¿Deseó saber si
Amarantha y Dinarda los oían?
Sí, sin duda, porque Dinarda
acostumbrada estaba á oirlos; y
Amarantha, aunque triste, no por
esso sería desconversable. Idos
los pastores, las dos volvieron á
sus consejas, que desde el
principio de la noche las tenían
comenzadas: su resolución fué
que Amarantha se viesse con
Finea y á Arsiano se le
encomendasse que buscase á
Alfeo donde quiera que
estuviesse. Con esto (saliendo de
la cabaña) vieron los más altos
montes coronados del vecino sol,
y oyeron las aves del día
saludando la nueva mañana.
Todo para Amarantha era tristeza
y desconsuelo, y no sé si igual la
gana de hallar á Alfeo y de ver á
Finea. En fin, los dos, sin más
compañía, enderezaron á su
cabaña, donde la hallaron no tan
alegre como otras veces
pudieran; pero dissimulando lo
más que pudo, las recibió con
gracioso semblante. Era discreta
Finea y no menos hermosa, y
assí se lo pareció á Amarantha, y
le dixo en viéndola: Muy hermosa
eres, serrana. Al menos muy
serrana, dixo Finea. La condición,
dixo Amarantha, no sé yo si lo es,
mas la cara de sierra. Lo uno y lo
otro, dixo Finea, fué criado entre
las peñas do apenas las aves
hacen nidos. ¿Y quién te truxo
acá? dixo Amarantha. Quien te
podría llevar allá, dixo Finea. De
esso me guardaré yo, dixo
Amantha; pero dime, serrana,
¿dónde está Alfeo? Como es
grande, dixo Finea, para traerle
en la manga, no te lo sabré decir.
A estar de gana, dixo Amarantha,
gustara de la respuesta; pero
dime, serrana, ¿sabes cómo es
Alfeo fugitivo? No, dixo Finea;
pero sé que la causa de serlo le
podría desculpar. Essa, dixo
Amarantha, yo te la diré: testigo
me es el cielo que no se la dí;
porque si dexé de acudir á su
contento no fué por falta de
voluntad, sino por más no poder:
y cuando pude ya no le hallé, y
agora cansada de esperarle,
olvidé honra y vida, y, como ves,
le vengo á buscar: pues no será
razón que tú me usurpes mi
contento. Yo, dixo Finea, muy
poca parte soy para esso; hombre
es Alfeo que sabrá dar cuenta de
sí y tú mujer que acertarás á
tomársela; quiérate él pagar las
deudas que publicas, que yo os
serviré de balde á entrambos. Por
más cierto tengo, dixo Amarantha,
serviros yo á los dos; pero ya que
no te hallas parte para lo que he
dicho, seilo siquiera para que yo
le hable. Haz tú lo que yo hago,
dixo Finea, cuando quiero verle, y
no habrás menester rogar á
nadie. ¿Qué haces? dixo
Amarantha. Búscole, dixo Finea,
hasta que lo hallo. Yo estimo en
mucho el consejo, dixo
Amarantha, y assí le pienso
tomar; adiós, serrana. Adiós,
pastora, dixo Finea, y
quedándose en su cabaña, ellas
guiaron á la de Siralvo, donde
entendieron hallar á Alfeo; pero
como allá llegaron, Siralvo muy
cortésmente las recibió y les dió
la entrada franca, para que se
assegurassen de que no estaba
allí. Ya en esto iba el veneno
creciendo en el pecho de
Amarantha, porque estaba muy
fiada que en viéndola Alfeo sería
lo que ella quisiesse; y como veía
que este medio le iba faltando, la
paciencia también le faltó, y
vuelta á la cabaña con Dinarda,
soltó la rienda al llanto y al dolor,
sin ser parte Dinarda para su
consuelo, ni la continuación de
muchos caudalosos pastores que,
vencidos de su beldad, de mil
maneras procuraban su contento.
Assí passaron algunos días sin
que Alfeo saliesse donde ella le
pudiesse ver; pero pareciéndole
que el encerramiento iba muy
largo, determinó de salir con
licencia de Finea, que aunque
temerosa de la hermosura de
Amarantha, pudo más la
confianza de su amador. Muchas
veces Amarantha y Alfeo se
toparon y estuvieron á razones
solos y acompañados; pero
siempre Finea llevo la mejor
parte, y no por esso Amarantha
cessaba en su porfía. ¡Oh
cuántas veces se arrepintió de su
mal término passado, y cuántas
quisiera que se abriera la tierra y
la tragara! Tal andaba Amarantha,
que muchas veces se quiso dar la
muerte, y tal andaba Arsiano por
su amor, que á sólo ella se podía
comparar: que aunque otros
muchos comenzaron, ninguno
con las veras que él prosiguió. Yo
le vi una vez (entre otras) solo
con ella en la ribera, tan
desmayado y perdido que quise
llegar á darle ayuda, pero cuando
volvió en sí, viendo los ojos de la
hermosa pastora que (en nombre
de Alfeo) vertían abundantes
lágrimas, sacó la flauta y al son
della con gran ternura les dixo:

ARSIANO
Ojos bellos, no lloréis,
si mi muerte no buscáis,
pues de mi alma sacáis
las lágrimas que vertéis.
Esse licor que brotando,
 de vuestra lumbre serena,
va la rosa y azucena
del claro rostro bañando,
ojos bellos, no penséis
que es agua que derramáis,
sino sangre que sacáis
de esta alma que allá tenéis.
Ya que el ajeno provecho
me hace á mí daño tanto,
al menos templad el llanto,
ya que vivís en mi pecho;
si no con él sacaréis
las entrañas donde estáis,
pues dellas mismas sacáis
las lágrimas que vertéis.
De aquestas gotas que veo,
la más pequeña que sale,
si se compara, más vale
que todo vuestro deseo.
Ya yo veo que tenéis
pena de lo que lloráis
y culpa, pues derramáis
lágrimas que no debéis.
Ojos llenos de alegría,
entended que no es razón
que otro lleve el galardón,
de la fe, que es sola mía;
agraviad, si vos queréis,
al alma que enamoráis,
mas mirad que si lloráis,
alma y vida acabaréis.

Palabras eran éstas con que

Amarantha se pudiera enternecer
si no tuviera toda su ternura
sujeta á tan diferente causa; mas
ahora no hicieron en ella más que
en los peñascos duros. ¡Oh, gran
tirano de la humana libertad! ¿Es
possible que, siendo Amor,
permitas que uno muera
deseando lo que otro desecha, y
que sea tan flaco el hombre que
no sólo se rinda, pero te dé lazos
con que le ates, armas con que le
hieras y veneno con que le
atosigues las heridas? Rómpase
el cielo y caya una ley que borre
todas las tuyas; no venga escrita,
que perecerá, sino de mano
oculta se imprima en tu voluntad,
para que con solo un ñudo ates
dos corazones, y cuando se
rompiere, ambos se suelten, que
quedar uno riendo y otro llorando
no es reliquia de amistad, sino de
mortal desafío; mas, ¿cuándo
podrá cumplirse este deseo? Assí
te hallamos y assí te dexaremos,
Amor. Bien poco ha que vimos á
Alfeo morir por Andria, á Finea
por Orindo, Silvia por Celio,
Filardo por Filena, y á Filena y
Pradelio amándose tan contentos.
Pues mirad del arte que están
ahora: Alfeo y Finea se aman, y
Andria llora: Silvia y Filardo,
amigos; Celio olvidado; Pradelio y
Filena combatidos de irreparable
tempestad, donde la fe de Filena
y la ventura de Pradelio, con el
agua á la boca, miserablemente
se van anegando. Llevó el cruel
destino á la cabaña de Filena á
Mireno, rico y galán pastor, en
fuerte punto para Pradelio, porque
enamorado della y continuando
su morada, y persuadido de
Lirania, deudo suyo, y de la
persona y hacienda de Mireno,
Pradelio iba á mal andar, y cada
día peor, pero con un corazón
valeroso dissimulaba su mal.
Pues como llegasse el día que se
celebraba la fiesta de la casta
Diana, donde se habían de juntar
los pastores de la ribera y las
ninfas de los montes, ríos y
selvas, Pradelio la noche antes,
solo al pie de un roble, estaba
enajenado de sí, cuando un buho
puesto sobre el árbol, con su
canto llenó de amargura el pecho
del pastor, y queriéndose alentar
cantando, los grillos no le daban
lugar; y no eran grillos, que en el
temblor de la voz los hubiera
conocido, y si alacranes fueran,
en el silbo breve lo pudiera
entender, y si abejarrones, en el
ruido prolongado; donde creyó
Pradelio que el son estaba en sus
oídos, y retirado á su cabaña,
llegaron sus mastines mordidos
de los lobos, y calentando sus
zagales aceites para curarlos, la
cabaña se comenzó á quemar. En
reparar estos daños se passó la
noche, aunque el principal no
tenía reparo. Y ya que aparecía la
hermosa mañana, más benigno el
cielo, oyó Pradelio el son de dos
suaves instrumentos acordados,
una lira y un rabel, y atentamente
escuchando, conoció ser los
pastores Bruno y Turino, que á
poco rato que tañeron, sobre
estas dos letras ajenas
comenzaron assí á cantar á su
propósito:

TURINO
Sembré el Amor de mi
mano,
pensando haber galardón,
y cogí de cada grano
mil manojos de passión.
Aré con el pensamiento
y sembré con fe sincera
semillas que no debiera,
llevar la lluvia ni el viento;
reguélo invierno y verano
con agua del corazón,
y cogí de cada grano
mil manojos de passión.
Era la tierra morena,
que el buen fruto suele dar,
y cuando quise segar
halléla de abrojos llena;
probéla á escardar en vano,
y bajé la presunción,
y cogí de cada grano
mil manojos de passión.
Torné de nuevo á rompella,
por ver si me aprovechaba,
y cuando el fruto assomaba,
vino borrasca sobre ella,
que quiso el Tiempo tirano
que no llegasse á sazón,
y cogí de cada grano
mil manojos de passión.
Aunque ella vaya faltando,
no ha de faltar la labor,
que como buen labrador,
pienso morir trabajando;
todo se me hace llano
por tan valida intención,
aunque me dé cada grano
mil manojos de passión.

BRUNO
Con Amor, niño rapaz,
ni burlando ni de veras
os pongáis á partir peras
si queréis la pascua en paz.
Por verle niño pensáis
que está la vitoria llana,
burláis dél entre semana,
mas la fiesta lo pagáis.
Convertíseos ha el solaz
en fatigas lastimeras.
Sobre el partir de las peras
perderéis sossiego y paz.
Yo me vi que Amor andaba
tras robarme la intención,
y mirando la ocasión
dél y della me burlaba;
fué mi confianza el haz
donde encendió sus hogueras,
el fuego el partir las peras
y la ceniza mi paz.
Prometióme sus contentos,
 y al fin vencióme el cruel,
y fuí perdido tras él.
Cuando me daba tormentos,
llamóme y fuí pertinaz
á las demandas primeras,
una vez partimos peras
y mil me quitó la paz.
Ya que estoy desengañado
tan á propia costa mía,
su tristeza ó su alegría
no se arrime á mi cuidado;
para las burlas capaz,
inútil para las veras,
otro le compre sus peras,
que yo más quiero paz.

Tanta fué la dulzura con que los

pastores dixeron sus cantares,
que Pradelio suspendió un poco
su tristeza, y con pesar de que
tan presto acabassen, salió á
ellos y con mucha cortesía,
sentándose entre los dos, les
pidió que tornassen á su canto, y
ellos, con no menos amor, se lo
otorgaron, y con otras dos letras
viejas tornaron á su intención,
como primero.

TURINO
¿En qué puedo ya esperar,
pues á mis terribles daños
no los cura el passar años
ni mudanza de lugar?
Para el dolor, que camina
con mayor furia y poder,
tiempo ó lugar suelen ser
la más cierta medicina;
todo ha venido á faltar,
en el rigor de mis daños,
porque crecen con los años
sin respeto de lugar.
Siendo el tiempo mi
enemigo,
¿cómo querrá defenderme?
¿Qué lugar ha de valerme,
si me llevo el mal conmigo?
Bien puedo desesperar
de remedio de mis daños,
aunque gastasse mil años
en mudanza de lugar.
No hay tan cierta perdición
como la que es natural,
ni enemigo más mortal
que el que está en el corazón;
pues, ¿qué tiempo ha de
bastar
para reparar mis daños,
si son propios de mis años
y es el alma su lugar?
No está en el lugar la pena
ni tiene el tiempo la culpa;
mi ventura los desculpa,
y ella misma me condena;
la voluntad ha de estar
enterneciendo mis daños,
pues aunque passen más
años,
serán siempre en un lugar.

BRUNO
 No me alegran los placeres
ni me entristece el pesar,
porque se suelen mudar.
Los gustos en su venida
tengo por cosa passada,
porque es siempre su llegada
víspera de su partida,
y en la gloria más cumplida
menos se puede fiar,
porque se suele mudar.
Puede el pesar consolarme
cuando viene más terrible,
porque sé que es impossible
no acabarse ó acabarme,
y aunque más piense matarme
no pienso desesperar,
parque se suele mudar.

En la perseverancia del tiempo,

verdad cantó Turino, que después
que él amaba á Filis, el tercer
planeta cuatro veces había
rodeado el quinto cielo, y en la
mudanza del lugar lo mismo,
porque después, si os acordáis,
que estos dos pastores otra vez
cantaron en compañía de Elisa,
Filis y Galafrón, Mendino y
Castalio, á la orilla de un arroyo,
Turino, con despecho y dolor se
ausentó de la ribera: pero viendo
que el mal no cesaba aún y el
remedio se hacía más impossible,
volviosse al Tajo y allí passaba su
vida amargamente, siempre en
compañía de Bruno, que aunque
eran tan diversos en aquella
opinión, en todas las demás se
conformaban, y por la mayor
parte los hallaban por la soledad
de los campos ó los montes,
huyendo Turino de cansar á Filis y
temiendo Bruno hallar otra que la
pareciesse, pues agora, como la
mañana se declaró, Pradelio,
forzado de ir á la fiesta de Diana,
con agradables razones se
despidió destos amigos, y
confuso y lastimoso,
considerando el mal que tenía
entre manos, tomó el camino por
una fresca arboleda de pobos y
chopos y otras plantas, donde las
mañanas muchos paxarillos
solían, dulcemente cantando,
alegrar á quien passaba; mas
entonces, en señal de
descontento, sin parecer ave que
blanca fuesse; las verdes ramas,
que de unos con otros árboles
solían apaciblemente abrazarse,
estaban apartadas y sin hoja, de
suerte que el sol pudiera hallar
entrada y con sus rayos calentar
las aguas de un manso arroyo,
que desde el Tajo por entre ellos
corría, todo en señal de la
desventura de Pradelio, el cual,
assí caminando, oyó cantar á la
celosa Amarantha, cuya dulzura
enamoraba el cielo y parecía que
con tal deleite se iba clarificando;
mas ella que vió al pastor,
vergonzosa y turbada, dexó
colgar al cuello la zampoña con
que á ratos tañía, y assí á un
tiempo cessó su son y su canto;
pero Pradelio, necessitando de
entretener su mal de cualquier
suerte, llegándose á ella, le dixo:
Hermosa Amarantha, assí el cielo
te haga tan venturosa como gentil
y discreta, que no cesse tu
comenzado canto; antes tornando
á él muestres tu grande amor y la
mudanza de Alfeo, porque ya
todos sabían los casos destos
pastores, y ella, vencida del dolor,
sin guardar la ley de su respeto,
como un pastor aficionado usaba
de libertad en sus querellas, y
assí Pradelio se atrevió á pedirle
que cantasse á propósito desta
historia, y ella, que no era menos
cortés que enamorada, sin más
ruego comenzó á tocar su
zampoña, tras cuyo son
suavemente dixo assí sus males:

AMARANTHA
Agua corriente serena,
que desde el Castalio coro
vienes descubriendo el oro
de entre la menuda arena,
y haces con la requesta
del verde y florido atajo,
parecer que está debajo
una agradable floresta.
Más bella y regocijada
en otras aguas me vi;
ya no me conozco aquí
según me hallo trocada,
y assí no pienso ponerme
á mirar en ti mi arreo,
pues cual era no me veo
y cual soy no quiero verme.
De mi parte estaba Amor
cuando me dexó mortal,
no vive más el leal
de lo que quiere el traidor;
vendióseme por amigo,
fuéme señalando gloria
y hizo de mi vitoria
triunfo para mi enemigo.
No quiero bien ni esperanza
de quien á mi costa sé
que tuvo en menos mi fe
que el gusto de su mudanza;
pero en tanto mal me place
que se goce en mi tormento,
si puede tener contento
quien lo que no debe hace.
Contigo hablo, alevoso
Amor, que si tal no fueras,
de mis ojos te escondieras
de ti mismo vergonzoso;
mas en daño tan sin par
claro se deja entender,
que el que lo pudo hacer
lo sabrá dissimular.
Querrás quizá condenarme,
que merezco mi passión;
pues sabes bien la razón,
consiénteme disculparme:
quise amar y ser amada,
pero fortuna ordenó
que la fe que me sobró
me tenga ya condenada.
¿Quién juzgará las
centellas,
dime, Alfeo, en que vivías,
viendo ya las brasas mías
y á ti tan helado en ellas?
Tempestad fué tu dolor,
menos que en agua la sal,
pues no quedó de tu mal
cosa que parezca Amor.
Dime qué hice contigo,
ó lo que quieres que haga,
pues en lugar de la paga
me das tan duro castigo.
Tu voluntad se me cierra
cuando me ves que me allano;
¿tu corazón es serrano
que assí se inclina á la sierra?
No tengo celos de ti,
ni tu desamor se crea
que es por amar á Finea,
mas por desamarme á mí;
quejarme della no quiero
porque tú me vengarás,
que presto la dexarás
si no te dexa primero.
¡Mas, ay, que un tigre
sospecho
que en mis entrañas se cría,
que las rasga y las desvía
y las arranca del pecho,
y un gusano perezoso
carcome mi corazón,
y yo canto al triste son
de su diente ponzoñoso!
Y confieso que algún día
 me sobró la confianza,
mas si no hice mudanza
perdonárseme debía;
muera quien quiera morir,
y como lloro llorar,
que en esto suele parar
el demasiado reir.
Sólo aquel proverbio quiero
por consuelo en mi quebranto,
pues en tan contino llanto
le hallo tan verdadero:
las abejuelas, de flor
jamás tuvieron hartura,
ni el ganado de verdura,
ni de lágrimas Amor.

Los tiernos metros de la pastora

Amarantha no sólo á Pradelio
dieron contento, pero á otros
muchos que le escucharon, y por
no atajalla, apartados del manso
arroyo por entre las plantas se
iban deteniendo; al fin de los
cuales llegaron á la falda de un
fresco montecillo, donde el sitio
de Diana comenzaba. Y en él
vieron al pastor Alfeo que, en
compañía de otros caminaba al
templo de la diosa; aquí quedó la
vencida Amarantha casi muerta,
sin alzar los ojos de la tierra dixo:
Mucho quisiera, pastor,
acompañarte y dar á Diana los
debidos loores, pero ya ves cuán
mal se me ha ordenado; pues yo
no puedo vivir donde Alfeo
estuviere, aunque él sea mi