In order to incorporate sustainability into business, firms need to go beyond voluntary social and environmental initiatives. Sustainable business model (SBM) can support managers to better understand how it can contribution to global sustainable development through firm's value proposition and including methods of value creation, delivery and capture. In this sense, opportunities to innovations in firms' SBM can be derived from the assessment of their business model using corporate sustainability as dominant paradigm. So, a comprehensive and integrative performance measurement framework for SBM is proposed to support the identification of sustainability innovations. In this context, the purpose of this paper is to explore the contributions and limitations of the proposed framework. The methodological approach chosen is secondary data analysis, by using content analysis to extract evidences from sources such as corporate websites, annual and sustainability reports of four industry group leaders according to Dow Jones Sustainability Indices in 2014. Two of them belong to consumer goods manufacturing and the others are retailers
