The transformative impact of the circular economy on marketing theory

Mostaghel, Rana; Oghazi, Pejvak; Lisboa, Ana

http://hdl.handle.net/10400.8/9001

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Authors

Mostaghel, Rana

Oghazi, Pejvak

Lisboa, Ana

Abstract(s)

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.

Description

Acknowledgment: The authors are grateful for the anonymous reviewers' and editors' dedication, time, and commitment to advancing scholarly discourse. This paper is partially financed by National Funds of the FCT – Portuguese Foundation for Science and Technology within the project “UIDB/04928/2020”.

Keywords

Circular Economy Marketing Strategy Theory Theory-in-use Circular Business Model

URI

http://hdl.handle.net/10400.8/9001

Citation

Mostaghel, R., Oghazi, P., & Lisboa, A. (2023). The transformative impact of the circular economy on marketing theory. Technological Forecasting and Social Change, 195. https://doi.org/10.1016/j.techfore.2023.122780