Designing a circular business strategy: 7 years of evolution at a large washing machine manufacturer
总结了一家大型白色家电制造商7年来设计、调整并最终找到潜在盈利的循环商业模式的历程，突出了从销售洗衣机转向多次租赁加再制造的挑战，对研究循环经济转型的企业和学者有参考价值。
Abstract 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 numerous claims in the consulting world that both manufacturers and consumers can benefit from the transition to a circular economy, it took multiple iterations to find a business model with the potential of being economically attractive to both the company and the client. The transformation process of shifting to a circular business model tends to be highly underestimated by companies and involves many issues beyond product design such as customer relationships, return logistics, remanufacturing operations, and service contracts. Researchers will need to work with companies to address the transition issues and to increase the relevance of circular economy research.