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Successful implementation
149
After preparing and building a circular initiative, comes its
implementation. In the past two decades, I have learned that a
successful implementation depends on three key factors, which
inform the last three guiding principles.
Guiding principle 8
New circular business models should benefit all network
partners.
Financing a circular initiative in which several partners are involved
is one of the hardest parts of implementing such initiatives. This
business model should benefit all network partners; it helps the
actors to structure and align their efforts towards the circular
economy and to market their own circular product or service. My
colleague Julia Planko and I have called this a ‘networked business
model’. 49 As each individual business wants to ascertain a fair
share of the overall network profits, a networked business model
needs to be linked to the companies’ individual business models.
Two interconnected business models are therefore necessary: one
at the company level and one at the systems level.
A networked circular business model can represent a variety of
new financial arrangements, as I observed in the circular initiatives
described in chapters 4 and 5. The particular case determines
which financial arrangements are developed and at which point
in time these really became an issue. In the mattresses case,
financing was the main problem, so it was immediately on the
49 Planko, J. and Cramer, J.M., The Networked Business Model for Systems
Change: Integrating a Systems Perspective in Business Model Development
for Sustainability Transitions, forthcoming in: Aagaard, A., Lüdeke-Freund,
F. and Wells, P. (Eds.), Business Models for Sustainability Transformation,
London Borough of Camden: Palgrave MacMillan, 2021.