A well-rounded business: Improving the circular economy strategy using RESTARTer
List of Authors
  • Fiona Diserty Sebayang

Keyword
  • Circular Economy, Sustainable Development, Sustainable Business Innovation, Restart Framework

Abstract
  • Climate change effects rapidly impact the life of the people and all environment. As part of society, companies are the problem solver of reducing the environmental impact of human activities. Many companies through The Paris Agreement are committed to achieve the long term goal to reduce carbon emissions to limit the global temperature rise below 1.5°C. Decathlon Indonesia as part of the subsidiary of Decathlon United is also part of the commitment to reduce its carbon footprint by implementing sustainable strategies on different business operations. In its retail activities, Decathlon Indonesia implements circular economy strategies. This research focuses on one of CE strategies named Second Life which under-performs compared to the company’s ambition This research uses the Business Model RESTARTer to explore the current situation and propose the recommendation using the RESTART Framework. Recognize and Rethink are phases where authors analyze the current business model, its externalities, identify the urgency to change the business model according to the customer needs, technological and societal trends that might Decathlon. Reinvent and Reorganize phase helps companies plan new ambitions, value propositions to be tested and finally RESTART the new sustainable business model that is good for the society and profitable for the company. The result of this research identifies that key factors of the growth of sustainable sales are alignment of corporate objectives with department objectives, integration circular economy with value proposed to customer align with commercial strategy, importance of collaboration with key partners and strategic communication to increase customer awareness and at last accessibility for customer to be connected to the CE Strategy. This research shows the importance of restarting the business model of a company to be more responsible and aware about their externalities and how they can be more impactful to global issues such as climate change.

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