Explore the archetypes

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We have identified four archetypes that each represent a specific business focus as the main entry point for developing a circular business model.

Focus on relationship with the customer – From product to service

Companies within this archetype focus on providing a service that directly addresses the needs of their customers, rather than on selling a product. They typically put a strategic focus on business s…

Focus on the product or process itself – Circular product or process design

These companies put their main focus on improving the circularity of their products and/or production processes by directly addressing the sustainable materials management strategies. This archetype …

Focus on relationship with the value network – Building circular value networks

To master the circularity of a product without having control over all stages of a product’s lifecycle, collaboration with other companies downstream and upstream the value chain, and/or with custome…

Focus on sustainable identity – Circularity as a unique selling proposition

This archetype groups companies that do not emphasize one of the three strategy categories, but choose to put forward being a circular business as a central element in their company identity.