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This paper explores the co-evolution between societal sustainability transitions and fundamental shifts within individuals businesses. We argue that there is an emergent trend of businesses and industries that move beyond optimizing the organization's individual performance by mitigating negative environmental and social impacts, to fundamentally restructuring and rethinking existing businesses in light of broader societal changes. Arguably, the frontrunner businesses that orient themselves towards sustainable market transitions develop a competitive advantage by co-creating these sustainable markets and on the short term develop renewed ambition and enthusiasm. By means of the transition framework, we argue that the fundamental societal changes emerging lead to a new phase in corporate responsibility, implying fundamental transitions within businesses. Based on this perspective and the transition …