MULTIPLE VALUE FOR THE CUSTOMER AS A FOUNDATION FOR NEW BUSINESS MODELS IN GREEN ENTREPRENEURIAL CONDITIONS

The field of entrepreneurship is more and more engaging in matters of sustainable development. Of this tendency is the notion of sustainable value for the customer which includes environmental, social and economic dimensions that in the conditions of green entrepreneurship are necessary to integrate into business models. The objective of the paper is to describe the importance of an approach rooted on a business model concept dedicated to multiple value creation for the customer. The description will be based upon the traditional approach to entrepreneurship. Regarding used methodology based on comparison and case study, the paper's contents are based on a dialogue between a theoretical and practical illustration of business practice and utilized business models. The article is structured into four sections. The first section is dedicated to the theoretical aspects of the issue. The methodology section states the solution which derives from the paper's objective. The third section describes the traditional approach to corporate activities evaluation. The fourth section deals with ways to express the differences between an economic approach to entrepreneurship and an approach based on business models oriented on multiple value creation for the customer. The conclusion articulates statements connected with the necessity to be concerned with new business models based on multiple value creation for the customer. The environmental dimension is transversally related to the complex character of economic and social dimensions. The synergic effect of ecological and socio-economic crises, as well as, environmental threats require reconsideration of corporate roles and activities in society, also reconsideration of their business models which are mere heritage of the past and are not up to par with today's demands of sustainable development.