The lecture will focus on urban mobility in the capital area of Reykjavík Iceland, and public transportation to and from the international airport of Keflavík. The 
focus will be on three companies, one publicly owned and two privately owned, and how their views toward sustainability. So-called, Five C framework, highlighting commitment, configuration, core business, communication, and continuous improvements, brights attention to how these companies try to integrate sustainability- aspects into their core business, what driving forces for companies proactiveness are relevant and what barriers the companies’ need to overcome to operationalise sustainability in their strategies and daily operations. The lecture is part of Aurora Fellowship programme.