Purpose: "Business sustainability" refers to the total effort of a company - including its demand and supply chain networks - to reduce the impact on the Earth's life- and eco-systems. The objective of this paper is to describe a business sustainability model based upon a case study of a European manufacturer.

Design/methodology/approach: A case study approach was applied describing the efforts of business sustainability in the demand and supply chain networks of a Norwegian office chair producer. It is based upon a series of semi-structured in-depth interviews with top executives of the company as well as observations and content analyses of internal and external documents about the company's efforts of business sustainability.

Findings: The case study shows that business sustainability is not about doing just one thing, but that a multitude of simultaneous efforts (e.g. actors, resources and activities) should be in place. Furthermore, business sustainability is not only about a company's own business operations, but its whole demand and supply chain networks which need to be included and taken into consideration.

Research limitations/implications: The case study in focus is limited to just one company's effort of business sustainability and its demand and supply chain networks. It provides a business sustainability model that offers opportunities for further research.

Practical implications: Focusing on the corporate impact of the natural environment can be highly profitable. Business sustainability and by extension the carbon footprint of demand and supply chain networks is becoming a criterion in the decision-making process of customers across industries. Business sustainability is a concern to everybody in society as the indicatives of climate change and global warming become more evident and troublesome. No one can have missed the fact that the weather is becoming more extreme, causing damage around the globe.

Originality/value: The authors argue that research into business sustainability needs at this stage of development to be inductive rather than deductive - it may be an irreversible mistake to try to re-package existing theory into business sustainability, as climate change prediction and the poor condition of the Earth have not been fully understood or comprised in previous theory. © Emerald Group Publishing Limited.