Bridging theory and practice: circular solution business model patterns from literature and start‐up cases

Abstract

This study addresses circular solution business model patterns (CSBMPs) as vital elements for transitioning businesses to a circular economy (CE), providing a systematic classification of CSBMPs and contextualising them through start-up cases. Twenty-one CSBMPs are consolidated via a systematic literature review. Subsequently, a qualitative analysis of 692 circular start-up cases confirms the previously identified CSBMPs and reveals four additional and underexplored CSBMPs: excess inventory management, material composition transparency, incentivising circular consumer behaviour and responsible offsetting. These 25 CSBMPs are presented in the Alexandrian form to clearly define the problem–solution pair of each pattern. The findings contribute to the understanding of dynamic capabilities and their microfoundations in the context of CE, shedding light on the potential of CSBMPs to contribute to sensing, seizing and reconfiguring capabilities. By mapping CSBMPs to the business model canvas and to circular start-up archetypes, the research provides practical insights for companies to leverage these patterns in CBMI processes.