Malin Wennberg, Christoph Baldauf

Customer Engagement - When do Circular Business Models Pay Off?

Introduction

Customer engagement - when do circular business models pay off?. Explore when circular business models become profitable. Understand the crucial role of customer engagement in the success and financial viability of sustainable business strategies.

Abstract

Review

The title, "Customer Engagement - When do Circular Business Models Pay Off?", immediately highlights a highly pertinent and critical area of inquiry at the intersection of sustainable business, consumer behavior, and strategic management. It signals an ambitious and timely investigation into the practical efficacy of circular business models (CBMs), specifically by examining the pivotal role of customer engagement in determining their success. This question is central to both academic understanding and practical implementation, as businesses increasingly grapple with how to effectively transition to circular economies while ensuring economic viability. The paper promises to fill a significant gap by moving beyond the conceptualization of CBMs to analyze the specific conditions under which they yield tangible benefits. Given the absence of an abstract, the precise scope and methodological approach remain speculative. However, the explicit framing of "When do CBMs pay off?" suggests an exploration of crucial moderating or mediating factors that influence the positive outcomes of circular strategies. The focus on "customer engagement" indicates an anticipated deep dive into how active customer participation, loyalty, or advocacy contributes to the success metrics—whether financial, environmental, or social—of CBMs. To effectively address this, the paper would likely need to operationalize "pay off" and "customer engagement" within a circular context, potentially employing empirical research through quantitative analysis of firm or consumer data, or qualitative case studies illuminating specific mechanisms of value creation and capture. A well-executed study addressing this title's ambitious question would offer substantial contributions. It could provide invaluable strategic guidance for businesses seeking to design and implement CBMs that genuinely deliver returns, by elucidating how to effectively cultivate and leverage customer involvement. For academics, it stands to deepen our understanding of value co-creation in circular economies and the specific mechanisms through which consumer-firm interactions drive sustainable outcomes. Such insights could delineate critical success factors, identify industry-specific nuances, and ultimately accelerate the adoption of more effective and profitable circular business practices, paving the way for a more sustainable economic paradigm.

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