ABSTRACT
The circular economy (CE) concept is much heralded among policymakers, scholars, and industry professionals as an accelerated pathway towards sustainability. Business models are considered a key enabler for the shift from a linear economy to a CE. However, research on circular business models has mainly focused on circular approaches adopted by incumbent firms, while the contributions of newly established firms (we call these ‘circular start-ups’) have been largely overlooked. This chapter provides a theoretical framework for the examination of circular business models within circular start-ups.
