The transformative impact of the circular economy on marketing theory

Rana Mostaghel; Pejvak Oghazi; Ana Lisboa

doi:10.1016/j.techfore.2023.122780

The transformative impact of the circular economy on marketing theory

Rana Mostaghel^*
, Pejvak Oghazi
, Ana Lisboa

^*Corresponding author for this work

Entrepreneurship, Management and Organisation, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

19 Citations (Scopus)

Abstract

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.

Original language	English
Article number	122780
Peer-reviewed scientific journal	Technological Forecasting and Social Change
Volume	195
ISSN	0040-1625
DOIs	https://doi.org/10.1016/j.techfore.2023.122780
Publication status	Published - 10.2023
MoE publication type	A1 Journal article - refereed

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 12 Responsible Consumption and Production

Keywords

512 Business and Management
Circular Business Model
Circular Economy
Marketing
Strategy
Theory
Theory-in-use

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10.1016/j.techfore.2023.122780Licence: CC BY

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The transformative impact of the circular economy on marketing theory

Abstract

UN SDGs

Keywords

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