Circular Business Models: Barriers and Enablers in Manufacturing

الملخص

Manufacturers are under growing pressure to reduce waste, yet few have moved from pilot projects to circular business models that keep products and materials in use. We interviewed managers in 34 firms across Japan, the Gulf region and Northern Europe, and compared firms that scaled circular offers with firms that stopped. Barriers included unclear ownership of returned products, accounting rules that favour sales over service, and weak data on product condition. Enablers included leadership commitment, partnerships with repair and logistics providers, and early involvement of customers in design. Firms that treated circularity as a change in revenue logic, not an environmental add-on, achieved the most durable results. We outline a staged path from take-back schemes to product-as-a-service and discuss the capabilities each stage requires, from reverse logistics and refurbishment to pricing, contracts and customer relationships.