Abstract
With sustainability embedded within business logic, its influence extends beyond organisational boundaries and begins to reshape markets. Constraints related to climate, resources, labour, transparency, and social expectations increasingly alter cost structures, competitive dynamics, and the viability of established business models. In this context, innovation shifts from incremental improvement to organisational adaptation in response to structural change. This chapter explores sustainability as a driver of market evolution and business model transformation. It examines how sustainability related constraints and expectations disrupt traditional value creation patterns, why some models struggle to remain viable, and how new forms of value creation emerge. Innovation is framed as a strategic response to shifting market conditions, with emphasis on business models, value propositions, and ecosystems.