@inbook {4343, title = {Towards Sustainable Markets and Sustainable Business Models {\textendash} New Trends in Building Competitive Position}, booktitle = {Competition, Strategy, and Innovation. The Impact of Trands in Business and the Consumer World}, year = {2022}, pages = {35-72}, publisher = {Routledge}, organization = {Routledge}, chapter = {2.}, address = {New York and London}, issn = {9781032068909}, author = {Magdalena {\'S}liwi{\'n}ska} }