Sammendrag
Purpose – The purpose of this thesis was to discover how circular startups initiate their first business relationships with supply chain partners, which challenges they encounter during the process and which levers are most helpful to overcome these barriers.
Design/methodology/approach – We conducted qualitative research by applying a multiple-case study approach based on a unique dataset from five European circular startups and their supply chain partners. First, a conceptual framework was developed based on the findings from our comprehensive literature review. Later, in-depth interviews with entrepreneurs and managers were conducted and secondary material was gathered to allow for triangulation. The data was analyzed by using ‘systematic combining’ inspired by Dubois & Gadde (2002) as well as the developed framework which has led to unique findings.
Findings – The analysis revealed insights into how circular startups engage in the relationship initiation process. We identified which challenges startups face and assigned these to the framework steps in order to draw a comprehensible picture for the reader. The most challenging barriers were detected during the second phase of the process, in particular, the ‘matching and attraction’ step. In addition, we have reviewed the mentioned solutions, startups have applied, and developed eight propositions based on our findings.
Originality/value – We close a research gap by combining research on startup relationships, supply chain management, and CE-related collaboration. For this, we extended Aaboen & Aarikka-Stenroos’ (2017) framework with two steps from the CE literature to make it applicable to our research focus. Thereby, we developed a unique framework that applies to circular startups. Moreover, we derive proven approaches for entrepreneurs and other practitioners.
Keywords – circular startup, circular economy, supply chain management, buyer-seller relationship, partnership, multiple-case study