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This work aims to redefine business from a profit-centric model to one focused on social value in urban contexts.

Redefining business to enable justice-driven and human-centered urban futures

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This work aims to redefine business from a profit-centric model to one focused on social value in urban contexts.
Analyzed cases from Europe, Asia, and Africa including cooperative housing and NbS enterprises.
Utilized secondary literature alongside firsthand entrepreneurial experience.
Proposed principles of justice-centered purpose and financial sustainability.
Illustrative cases show effective alternative business models when supported by legal frameworks and governance.
Demonstrated impacts of cooperative housing initiatives and public–private partnerships.
Highlighted that redefining business is essential for achieving equitable urban transformations.

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Perspective proposes a new business definition that enhances urban justice and sustainability, promoting social value creation.

Adina-Iuliana Deacu (2026) studied this question.

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