Circular value creation through environmental entrepreneurship initiatives: A case-based exploration

The present study builds on the domain of circular economy and its subdomain circular value creation to explore the entrepreneurial process of a small business in India. It aims to find how circular entrepreneurship as a process may unfold and how it may lead to value creation at different levels. The case study method is used to address the research objectives and a case study of a small entrepreneur based in India is selected for the same purpose. The analysis of the case and within case patterns (three subcases) illustrates circular entrepreneurship as a process with motivation, action and value creation as three main stages. The motivation of the entrepreneur leads to several actions related to business processes that are aimed at circular value creation. Subsequently, this leads to value creation at multiple levels such as the economy, business and society. Hence, the findings support the circular economy concept and its role in the creation of value at the small business level. The findings support the theoretical tenets of circular value creation and circular entrepreneurship using an interpretive approach.