Performant business models in the 21st century are characterized by the intelligent integration of soft, human-based aspects on the one hand and technology-based opportunities on the other hand to foster not only economic but also environmental results. Based on a mixed research approach, the presented business innovation model (BIM) shows a practical way in how organizations can lever their cultural human-based potential to increase and manage their innovation performance. The studies reveal cultural determinants supporting innovation performance at the beginning of the process respecting the value aspect by adopting digital technologies and deploying environmentally friendly circular principles within business models to develop more sustainable products and services. About the author Raphaël Murswieck studied mechanical engineering and production management at the Franco-German University (Mannheim and Nancy) and gained later on further experience in research within his studies at the Middlesex University London and the Bucharest University of Economics. His research activities in the field of innovation performance on a macro- and microeconomic level include his experience as an engineer and manager in the energy, water as well as the medical device industry. .