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Experimenting with a circular business model: Lessons from eight cases

Bocken, Nancy LU ; Schuit, Cheyenne and Kraaijenhagen, Christiaan (2018) In Environmental Innovation and Societal Transitions
Abstract
Experimentation is an important capability in the transition to a sustainable business. The aim of business experimentation is to learn and improve business model innovation activities with limited risks and resources through continuous and collective learning with stakeholders. Through action research we worked with eight case companies on a pathway to becoming a sustainable business. We focused on ‘circular economy’ as a driver for sustainability. The process and role of business model experimentation were analysed. A circular business experimentation framework was developed and applied. We found that 1) experimentation creates internal and external engagement to start business sustainability transitions 2) experiments can help test... (More)
Experimentation is an important capability in the transition to a sustainable business. The aim of business experimentation is to learn and improve business model innovation activities with limited risks and resources through continuous and collective learning with stakeholders. Through action research we worked with eight case companies on a pathway to becoming a sustainable business. We focused on ‘circular economy’ as a driver for sustainability. The process and role of business model experimentation were analysed. A circular business experimentation framework was developed and applied. We found that 1) experimentation creates internal and external engagement to start business sustainability transitions 2) experiments can help test assumptions in every building block of the business model 3) collaboration with external partners can ease experimentation, and 4) experimentation processes are iterative and require regular learning and sustainability checks. Further research is necessary to analyse how sustainability targets can be integrated into the experimentation process. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Sustainable business, Business model innovation, Circular business experimentation, Experimentation, Transition, Lean startup
in
Environmental Innovation and Societal Transitions
publisher
Elsevier
external identifiers
  • scopus:85042516817
ISSN
2210-4224
DOI
10.1016/j.eist.2018.02.001
language
English
LU publication?
yes
id
5132451e-d33a-48be-b844-03ddd3bb6563
date added to LUP
2018-03-01 09:29:37
date last changed
2018-05-29 10:10:21
@article{5132451e-d33a-48be-b844-03ddd3bb6563,
  abstract     = {Experimentation is an important capability in the transition to a sustainable business. The aim of business experimentation is to learn and improve business model innovation activities with limited risks and resources through continuous and collective learning with stakeholders. Through action research we worked with eight case companies on a pathway to becoming a sustainable business. We focused on ‘circular economy’ as a driver for sustainability. The process and role of business model experimentation were analysed. A circular business experimentation framework was developed and applied. We found that 1) experimentation creates internal and external engagement to start business sustainability transitions 2) experiments can help test assumptions in every building block of the business model 3) collaboration with external partners can ease experimentation, and 4) experimentation processes are iterative and require regular learning and sustainability checks. Further research is necessary to analyse how sustainability targets can be integrated into the experimentation process.},
  author       = {Bocken, Nancy and Schuit, Cheyenne and Kraaijenhagen, Christiaan},
  issn         = {2210-4224},
  keyword      = {Sustainable business,Business model innovation,Circular business experimentation,Experimentation,Transition,Lean startup},
  language     = {eng},
  month        = {02},
  publisher    = {Elsevier},
  series       = {Environmental Innovation and Societal Transitions},
  title        = {Experimenting with a circular business model: Lessons from eight cases},
  url          = {http://dx.doi.org/10.1016/j.eist.2018.02.001},
  year         = {2018},
}