Purpose
– This paper aims to describe and discuss a balance model of theoretical business sustainability, to leverage the inferior side, so as to enhance performance.
Design/methodology/approach
– A conceptual description and discussion are provided, along with an empirical depiction.
Findings
– The empirical illustration presents one organization that embodies the goals of theoretical business sustainability in the marketplace and society.
Research limitations/implications
– Further research is needed to enhance our understanding of the phenomenon and performance of business sustainability in supply chains.
Practical implications
– Findings highlight that there is no justification for practitioners to strive consistently for anything other than theoretical business sustainability, and stakeholders need to push organizations in that direction.
Originality/value
– The paper contributes to our understanding of what should be done and why business sustainability performance should be improved in supply chains.