The transformative impact of the circular economy on marketing theory
2023 (English)In: Technological forecasting & social change, ISSN 0040-1625, E-ISSN 1873-5509, Vol. 195, article id 122780Article in journal (Refereed) Published
Abstract [en]
The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.
Place, publisher, year, edition, pages
Elsevier, 2023. Vol. 195, article id 122780
Keywords [en]
Circular Business Model, Circular Economy, Marketing, Strategy, Theory, Theory-in-use, Commerce, Strategic planning, Business models, Marketing mix, Marketing strategy, Policy makers, Theory and practice, business development, demand analysis, regulatory approach, strategic approach, technology policy, theoretical study
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-52218DOI: 10.1016/j.techfore.2023.122780Scopus ID: 2-s2.0-85167567879OAI: oai:DiVA.org:sh-52218DiVA, id: diva2:1792150
2023-08-282023-08-282023-08-31Bibliographically approved