ABSTRACT
By exploring the illustrative case of Returhuset, this chapter shows how corporate social responsibility (CSR) value can be co-created with a relatively novel sustainable business model in a circular economy (CE), providing an example for practitioners so that they can translate this model with its theoretical foundations into their cultures. Abundance is one of the grand challenges of our society. Traditionally, retailing has been equated to providing new products in an increasingly rapid manner. However, doing so has proven to be unsustainable in many ways. In principle, CSR provides several solutions for value creation, but how these solutions can become legitimate practices has not yet been fully explained. Hence, based on the case of Returhuset, this chapter argues that for CSR value co-creation, the starting point must be economic opportunity, which will lead to sustainable business model innovation within a CE and which should be furthered by transforming sustainable business models into legitimate practices.
