Traditionally, the concept of “customer” refers to someone who buys something – but in a modern context, it includes all actors who create value together for each other. In the Interreg project Interregional Circularity in Central Scandinavia, researchers at Karlstad University want to broaden the perspective by also exploring circularity as collaborative value creation.
In service research, services are perceived as relationships rather than just a matter of transactions. By understanding and meeting customer needs, companies can create value in a more resource-efficient way. However, this requires more interactive relationships with customers who are looking for more than just products.
– They must also receive support in their specific situation, says Mikael Johnson, senior lecturer in business administration at Karlstad Business School with research at the Service Research Center (CTF) and as well project leader. Both companies and customers have a responsibility for circular transformation. In order for customers to take greater responsibility, there must be an increased understanding of how companies can promote circular behaviour.
The implementation of circular business is a challenge for companies since the business model aims to save resources, extend the lifespan of resources and recycle materials. Circular business is crucial for sustainable development, but the responsibility for the transition is shared by both companies and consumers. Individual companies cannot solve this on their own. The solution requires a systematic analysis of the ecosystem and extensive collaboration.
– We propose that research on circularity should fit into a dynamic focus that analyses the system as a whole and includes society, says Mikael Johnson. Both companies and consumers need to abandon the linear “take-make-waste” model, which has resulted in resource depletion and overconsumption.
Studying circular business from an ecosystem perspective can provide deeper insights into how companies and customers can co-create a more sustainable society. It is about defining new relationships between actors and identifying the conditions and prerequisites that enable circular behaviour.
– The objective is to promote a transformation towards more sustainable use of resources, and our research aims to contribute to this important transition, says Mikael Johnson.
The project Interregional Circularity in Central Scandinavia has just begun and will run for three years and is a collaboration including Glava Energy Center andVaager Innovasjon, among others. Research is conducted within CTF at Karlstad University and University of Inland Norway. Project participants also include Per Kristensson and Andrey Abadzhiev from CTF, Ferdrik Östlin from the Grant Innovation Office (GIO), and Bård Tronvoll and David Sörhammar from University of Inland Norway.
