B2B sustainable ecosystems as support the “three-legged stool” in emerging countries: SMEs’ stakeholder relations in Ardakan (Iran)

Purpose – In the context of triple-bottom-line dynamics, societal components grapple with multifacetedchallenges, necessitating changing behaviours within business-to-business (B2B) processes. This studyinvestigates how collaborative relations in B2B ecosystems can influence social, environmental and economicsustainability dynamics, exploring whether the former two positively impact economic results.Design/methodology/approach – Validating a conceptual framework via partial least squares (PLS) structuralequation modelling, a quantitative study on 262 Iranian SME stakeholders was conducted.Findings – The research underscores the paramount role of B2B relations, emphasizing the shift towardsinterconnected relations between society, institutions, end-users and businesses. The findings suggest that B2Bcollaborative efforts within a broader ecosystem addresssocial and environmental needs, thereby contributing totransforming the ecosystem’s business models. Innovatively, the research elicited that environmental and socialeffects have a positive mediating effect on economic results.Originality/value – By proposing a business-social-institutional model (B2SI) grounded in relational anddynamic capabilities, this study contributes to advancing both scientific understanding and business practices,pointing to the important role of social responsibility within B2B ecosystems.