Abstract
In the realm of business, prioritizing sustainability is not just important—it's essential. Thus, gaining insight into how companies navigate toward a sustainable and economically feasible future becomes paramount. This developmental paper delves into the strategies firms employ to achieve a balance between profitability and sustainability, examining the integration of design-thinking and digitalization as means to achieve both business success and environmental stewardship. Based on a multiple-case study conducted in Japan, the paper presents a conceptual framework that lays the groundwork for future research endeavors.