The transformative impact of the circular economy on marketing theory

Rana Mostaghel*, Pejvak Oghazi, Ana Lisboa

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

4 Citations (Scopus)


The circular economy (CE) is growing, and an increasing number of businesses are becoming aware of it. Demand from customers and new regulations from policymakers motivated many practitioners to transform their business models into circular business models. However, academia has not followed the same pace. Considering that the circular economy encloses unique attributes, it is crucially required to re-frame traditional marketing strategy theories. This article rigorously investigates marketing theory and practice in the CE, identifies the challenges of marketing in the CE, and introduces a new definition of marketing and additional stimulus in the marketing mix. Further, the article provides theoretical and managerial implications.

Original languageEnglish
Article number122780
Peer-reviewed scientific journalTechnological Forecasting and Social Change
Publication statusPublished - 10.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Circular Business Model
  • Circular Economy
  • Marketing
  • Strategy
  • Theory
  • Theory-in-use


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