Green Growth: Making Sustainability Profitable in B2B Markets

Many Finnish small and medium-sized enterprises (SMEs) in business-to-business (B2B) markets are pioneering sustainable products and services. However, successfully selling these offerings and making profits present unique challenges.

The research project Green growth – Making sustainability profitable in business-to-business markets explores how SMEs can overcome these hurdles and effectively commercialize their sustainable offerings.

In collaboration with SMEs from sustainable construction and renewable energy sectors, the project develops frameworks tailored to Finnish businesses’ unique needs through interviews, surveys, and case studies. Findings will be disseminated via reports, seminars, and workshops to benefit participating companies and the broader SME community.

Project information

Duration of the project:01.09.2025 - 01.03.2027
Budget: €317 027
Funded by Business Finland, Partner Companies and Hanken School of Economics

Mekhail Mustak sitter vid sin dator och tittar in i kameran

Our work focuses on two key areas. First, we identify the primary barriers SMEs face in marketing and selling sustainable offerings profitably. Second, we investigate how SMEs can quantify and communicate the value of sustainability, aligning their offerings with market demands in Finland and internationally

— Principal Investigator, Mekhail Mustak