The role of experimentation and emergent strategies in developing and scaling circular business models
Year: 2023
Type: conference-paper
Abstract: The circular economy is an emerging field characterised by complexity and innovation. As such, strategy likely emerges out of practice in a less planned manner. However, this view is largely missing in the growing field of circular business models (CBM) where strategies are assumed to be planned before they are implemented in a rational top-down process. Drawing on an analysis of how a secondhand organisation grew from a single store to become one of few larger commercial secondhand retail organisations, this study aims to illustrate the role of experimentation and emergent strategy-making. The findings, presented as two narratives, show that an experimental approach where strategy emerges from action has played a vital role in the organisation’s development. This suggests the need to widen the scope when discussing strategy-making for CBM growth and look beyond tools and metrics used for planning.
Author: Hultberg, Emelie
Institution: University of Borås
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7043191312