Start-ups pursuing renting models will be in focus. The project will apply a theoretical framework with three levels of analysis:

1. start-up company level, including business models, relationships and key resources,
2. business network level, and
3. the business environment level involving, e.g., industry standards and authority regulations.

The analysis will focus on value created at different levels, the interplay between different levels, and the tensions created by the dual goals of economic and environmental value creation. Implications will be directed to incubator directors, start-ups, policy makers, and the established textile and garment industry.