The digital transformation is an accumulation of various digital advancements, such as the transformation of the
web phenomenon. The participatory web that allows for active user engagement and gather intelligence has
been widely recognised as a value add tool by organisations of all shapes and sizes to improve business productivity
and efficiency. However, its ability to facilitate sustainable business-to-business (B2B) activities has
lacked focus in the business and management literature to date. This qualitative research is exploratory in nature
and fills this gap through findings arising from interviews of managers and by developing taxonomies that
highlight the capability of participatory web over passive web to enable different firms to engage in business
operations. For this purpose, two important interrelated functions of business i.e. operations and marketing have
been mapped against three dimensions of sustainability. Consequently, this research demonstrates the ability of
big data and social media analytics within a participatory web environment to enable B2B organisations to
become profitable and remain sustainable through strategic operations and marketing related business activities.
The research findings will be useful for both academics and managers who are interested in understanding and
further developing the business use of participatory web tools to achieve business sustainability. Hence, this may
be considered as a distinct way of attaining sustainability.
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