How to Transfer Business from Linear to Circular - Case Martela

Abstract

The purpose of this case study is to explore the transformingof business from linear to circular. More specifically, we ask, what internal changes were neededfor that change? The circular economy logic entails for re-designing business. The previous literature has concentrated on business model innovation but not so much on how companies manage internal processes when changing from linear to circular business.Our office interior case company decided to start a change management process in their businessto create more value and customer experience. An in-depth interview was conducted with the CEO. The results show that most important adoption factors were new knowledge, capabilities and collaboration.Family business heritage strongly contributed to the successful implementation of the adoption factors in the case study.Moreover, we identified several internal operational and strategic changes,whichwere requiredto achieve the circular economy business thinking.