Designing a circular business strategy: 7 years of evolution at a large washing machine manufacturer

This paper discusses the development of circular business models for a large white goods manufacturer. A 7‐year journey in designing, discussing, adapting, and finally finding a potentially profitable circular offer is summarized, and the barriers that had to be overcome in this process are highlighted. The shift from selling washing machines to repeated leases with remanufacturing steps in‐between turned out to be very challenging. Despite the...