Circular Business Model Innovation: Key Patterns and Challenges to unleash recycling value creation potential

International audienceDesign and implementation of new disruptive circular business models are key issues for a growing number of companies. We propose in this article a detailed empirical study. It is based on a dozen of cases studies of established firms, which currently experience such innovation processes. Most of them are European or global leaders, who sought to achieve higher value creation out of one of two common place circular strategies, namely closed and open loops recycling strategies. According to recent literature, different factors play a key role in such strategies such as products characteristics, technologies maturity or market demand. In the paper, we highlight the main patterns they followed when designing and implementing their business models, depending on their strategic goals, the incentives that led them through this innovation process, and some recurring challenges to recycling. We also provide insights about some of the key challenges to these business models innovation processes with a strategic management perspective