Designing integrated business architectures: The SIBA framework and the transformation of Disneyland Paris

This paper introduces the Sustainable Integrated Business Architecture (SIBA) framework, developed to address the persistent fragmentation between sustainability, digital transformation and governance in contemporary business models. Moving beyond layered approaches such as the Triple-Layered Business Model Canvas, SIBA adopts an architectural perspective that integrates five pillars – Economic, Environmental, Social, Digital, and Ethics & Governance – across three systemic levels: Architecture, Operations and Outcomes. Conceptually, the framework treats organisations as socio-technical systems in which value creation, risk and legitimacy depend on the alignment of infrastructures, capabilities and governance mechanisms. Drawing on marketing systems theory and sustainability research, the paper positions SIBA within macromarketing debates on market shaping and institutional complexity. The framework is illustrated through a document-based case application to Disneyland Paris, a large tourism destination characterised by high experiential intensity, advanced digital infrastructures and multilevel governance arrangements. Using qualitative document analysis and pattern matching, the case shows how coherence across economic, environmental, social, digital and governance domains can be assessed, and where trade-offs and legitimacy challenges remain. The paper concludes by discussing how SIBA can support the analysis of systemic tensions and coordination challenges in digitally mediated market systems.