The transformative impact of the circular economy on marketing theory

Bibliographic Data

ID21400530
AuthorsRana Mostaghel (0000-0002-1634-1278, Mälardalen University, corresponding author), Pejvak Oghazi (0000-0003-2125-6155, Hanken School of Economics), Ana Lisboa (0000-0001-9568-5724, Instituto Politécnico de Leiria)
Year2023
Volume195
Pages122780
Publication date2023-10-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueTechnological Forecasting and Social Change (JOURNAL)
Journal identifiersISSN: 0040-1625 • E-ISSN: 1873-5509
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.techfore.2023.122780
OpenAlexW4385779438
LanguageEN
Citations received3
References cited40

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

Business · Circular economy · Economics · Industrial organization · Marketing management · Marketing mix · Marketing research · Pace · Sociology · Transformative learning · Environmental Sustainability in Business · Innovation and Socioeconomic Development · Marketing · Sustainable Supply Chain Management

Tools

Open DOIOpen Access