In recent years, the conversation surrounding sustainable business practices has escalated, as companies have begun to recognize the importance of not just economic growth, but also environmental responsibility. One of the most transformative approaches gaining traction is the circular economy - an innovative model aimed at minimizing waste and maximizing resources by rethinking traditional linear business operations. A recent joint research project by Saxion University of Applied Sciences (Saxion) explores how businesses in the Netherlands, one of the leading countries in circular practices, have successfully implemented circular models and the value derived from these strategic shifts.

The research team poses for a photo with the Dean of the School of Finance and International Business after finishing their research presentation at Saxion's Stad Campus in Enschede, Netherlands

Pioneering Circular Business Models

The ongoing research initiative, led by Professors Timber Haaker and Henry Ho, along with researchers Kees Schöller and Maerhaba Yishake from the Research Group Business Models at Saxion, focuses on gathering primary data from managers who have set the stage for circular economy implementation within their organizations. Through meticulous in-depth interviews with a range of medium-sized enterprises currently employing circular practices, the research aims to distill insights that can assist other companies navigating this transformative journey.

According to Dr. Henry Ho, the findings reveal that successful adoption involves several key strategies. “Organizations that have integrated circular business models not only created and delivered superior value to their customers but have also enhanced relationships with other stakeholders, including suppliers and employees,” stated Dr. Ho. He further explained that this holistic approach reinforces the notion that sustainability can coexist with profitability.

Overcoming Challenges

The transition to circular economy practices is fraught with obstacles. During their research, the Saxion team identified various barriers that organizations encountered, ranging from institutional resistance to supply chain complexities. However, what emerged was not just a list of challenges, but also a roadmap for overcoming them. Insights from the managers highlighted innovative solutions and best practices employed to navigate these difficulties, providing a comprehensive framework for others looking to adopt similar strategies.

Dr. Timber Haaker emphasized the significance of these findings: “So now we have fully understood how these new business models can be successfully implemented in these organizations, we plan to conduct similar qualitative study in other EU or non-EU countries and develop a project with the Dutch government as a follow up to original classification and QuickScan project."

Future Directions

The research team plans to extend their qualitative study beyond borders and is preparing to collaborate with other universities or research institutions. These future efforts aim to encapsulate the evolving landscape of circular business models on a global scale.

Moreover, the implications of the research findings extend beyond corporate practice; they will also enrich academic curricula. Dr. Ho intends to incorporate these insights into the undergraduate and graduate teaching materials at Ferris State University, enhancing learning experiences for students by grounding them in real-world examples. "I hope that this work will stimulate reflection and learning, contributing to the world-class student experience at Ferris State University," he remarked.

Accessible Knowledge

The transformative insights gleaned from this research have also been encapsulated in a recently published journal paper in the Circular Economy and Sustainability journal of Springer Nature. This publication serves as a resource for scholars and practitioners alike who are seeking to advance their understanding of circular practices and their practical applications. The paper can be accessed at https://doi.org/10.1007/s43615-025-00524-4 .

Get Involved

As businesses and academic institutions alike pursue sustainable practices, this research initiative invites interested parties to connect and collaborate. For more information or to get involved, please reach out to Dr. Henry Ho via email at henryho@ferris.edu or Dr. Timber Haaker at t.i.haaker@saxion.nl.

In a world where sustainability has become a crucial pillar for competitive advantage, these findings offer a beacon of hope and guidance for enterprises aspiring to integrate circular economy principles. In a collective move towards sustainability, understanding how to capture and deliver value in circular systems is not just a strategy; it is an imperative for the future of business.