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

More Information

Mekhail Mustak, PI and Assistant Professor

mekhail.mustak@hanken.fi

+358 50 435 1871

Interview with Mekhail Mustak on "Hanken receives funding for enabling Finnish companies' green growth and increased competitiveness"

Our Research Team

Activities

Academic Outputs	Project Activities
Khalil, F. G., Sarasvuo, S., Mustak, M., Storbacka, K., & Gabrielsson, M. (2026, September 1–4). Institutional value-based selling (IVBS): Linking value quantification, institutional learning and commercialization in B2B sustainability [Paper presentation]. IMP Conference 2026, Ancona, Italy.	On-Going Data Collection
Sarasvuo, S., Mustak, M., Storbacka, K., & Gabrielsson, M. (2025, December 1–3). Monetizing sustainability in B2B: A systematic review [Paper presentation]. ANZMAC 2025 Conference, Sydney, Australia.	Case Company Visits Visit at Ren-Gas Visit at GRK
Sarasvuo, S., Mustak, M., Storbacka, K., & Gabrielsson, M. (2025, November 29–30). Selling sustainability in industrial markets: Profitability barriers [Paper presentation]. IMM Oceania and Asia Summit 2025, Sydney, Australia.	Steering Group Meetings The first steering group meeting, hosted at Hanken School of Economics. Second steering group meeting, hosted by Elementit-E Oy in Kouvola.