Exploring the Challenges of Born-Circular Startups - A comparative case study

Objective

Systematically review and compare the literature on the challenges companies and circular startups face in implementing circular economy principles. Conduct a comparative case study based on the literature comparison.

Motivation

In recent years, circular economy (CE) has received increasing attention from practitioners, policy makers and scholars. CE is a way to move beyond the current linear "take-make-waste" economic model towards a more sustainable economy (Kirchherr et al., 2017). Since startups are a driving force to implement the principles of CE in a quick and easy way and contribute to the circular innovation system, they should be the source of investigation (Suchek et al., 2021). Nevertheless, research on
those so-called born-circular startups is still sparse. A particular research gap exists with regard to the challenges start-ups face in developing a circular business model (CBM). Preliminary research indicates that the challenges faced by new ventures are very similar to those faced by more mature companies. Therefore, a systematic literature review on challenges faced by new ventures and mature companies in implementing CE principles combined with case studies needs to be conducted.

Research Question

What challenges do born-circular startups face in developing a CBM?

What challenges do mature companies face in developing a CBM?

How do the challenges of new ventures differ from the ones of mature companies?

Methodology

• Systematic Literature Review
• Case Studies

References

Henry, M., Bauwens, T., Hekkert, M., & Kirchherr, J. (2020). A typology of circular start-ups: An Analysis of 128 circular business models. Journal of Cleaner Production, 245, 118528. https://doi.org/10.1016/j.jclepro.2019.118528

Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221–232. https://doi.org/10.1016/j.resconrec.2017.09.005

Suchek, N., Fernandes, C. I., Kraus, S., Filser, M., & Sjögrén, H. (2021). Innovation and the circular economy: A systematic literature review. Business Strategy and the Environment, 30(8), 3686–3702. https://doi.org/10.1002/bse.2834

Urbinati, A., Chiaroni, D., & Chiesa, V. (2017). Towards a new taxonomy of circular economy business models. Journal of Cleaner Production, 168, 487–498. https://doi.org/10.1016/j.jclepro.2017.09.047