The role of radical innovation in circular strategy deployment

Circular economy (CE) is gaining interest among industrial firms in light of sustainability concerns, and several incumbent are integrating it into their strategy. In this study, we scrutinize learnings from three large established with a clear CE agenda that front-runners strategy deployment. We analyze exploitation exploration approaches to problematize how these relate radical innovation, which argue critical for achieving CE. Semi-structured interviews (n = 30) were used collect data. found issues referring (1) challenges normative management, (2) the innovation ecosystem engaged, (3) goals metrics CE, (4) resources coordination regarding initiative. Overall, current exploitative favored over explorative, mirroring an undesired imbalance between two. suggest ways counteract this. For example, addressing existing norms so they align ambitions actively managing collaboration ecosystem, including radically new setups different actors, managers need carefully consider when use measurements circular deployment, foster both incremental innovation.