Dynamic circular business model

: Exploring multi-dimensional innovation and driving sustainable growth

Abstract

This study examines the evolution of circular business models in dynamic market environments and identifies the types of innovation that drive the growth of a circular economy. While the transition to a circular economy is increasingly acknowledged as a strategic imperative for achieving sustainable growth and environmental resilience, the design of circular business models remains under-researched. Notably, existing strategic pathways and circular principles often assume a relatively stable market context (Fehrer and Wieland, 2021). In reality, businesses continuously adapt to changes in technology, policy, market conditions, and consumer values. Consequently, a novel design of a Dynamic Circular Business Model is necessary to reflect these ongoing transformations from an innovation perspective. This study addresses the flexibility, adaptability, and innovativeness required for circular businesses to thrive in an increasingly volatile economic environment.

Utilising a mixed-method strategy, the research investigates the dynamic innovation process in various types of business ventures, including start-ups, SMEs, and large corporations. Multiple case studies and consumer surveys are employed to explore the underlying processes and key drivers that shape the dynamics and complexity of circular business models across different contexts. The findings reveal distinct strategic pathways leading to circular innovation and growth in various types of business ventures.

Date of Award	2025
Original language	English
Awarding Institution	Canterbury Christ Church University