What Future Lies Ahead for Circular Business Models Research?

The circular economy—wherein waste is designed out, materials are circulated and nature is regenerated—has reached global recognition. From policy to business circles, it is seen as a viable strategy to address multiple societal grand challenges—including climate change and depletion of finite natural resources—and build a more resilient, competitive and resource‐efficient economy. The circular economy has also evolved into an established research field, and circular business models have become a key focus of academic enquiry. Yet, their implementation within the corporate context is slow. Hence, this article proposes a research agenda for circular business models scholars that advances the academic literature whilst being relevant for practice. Drawing from the strategic management field, our research agenda seeks to enlighten the relationship between circular business models, competitive advantage, and value creation as well as the multifaceted implications of managing and organizing in a circular context.