The transformative impact of the circular economy on marketing theory

• 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.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

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

Publication and Content Type

ref (subject category)

art (subject category)