Circular X is an ambitious 5-year research project focused on experimentation with circular service business models. It is funded by the European Research Council (ERC) which supports top researchers from anywhere in the world.
With increasing pressures on resources and the climate it is clear that a new way of doing business is needed. The circular economy is a potential key driver for sustainability and competitiveness. In contrast to the current ‘linear economy’, materials are kept at their highest utility at all times. Despite great policy, business and academic interest, knowledge on how to ‘implement’ the Circular Economy in business is lacking. Project Circular X addresses a new and urgent issue in sustainability research: experimentation with circular service business models.
Examples of such new business models include companies shifting from selling products to selling services and introducing lifelong warrantees to extend product lifetimes. However, circular service business models are far from mainstream and experimentation focused on experimentation with new circular service business models is little understood. Project Circular X will develop a new field in sustainability studies focused on experimentation. It aims to conduct interdisciplinary research in at least 3 continents and 5 countries (the Netherlands, UK, Sweden, China and USA) with 4 objectives:
- Advancing understanding of circular service business models; their emergence and impacts
- Advancing knowledge on circular service business models experimentation
- Developing circular service business models experimentation tools
- Designing and deploying circular service business models experimentation labs
Through its comprehensive international approach, project Circular X aims to deeply advance understandings on how circular service business models manifest themselves in business and how these can be experimented with, which will ultimately advance business activities towards a circular economy transition.