The concept of circular economy has recently emerged as a political goal (Gregson et al., 2015), in a context of rising resource prices and climate change. However, the idea is more often criticized, questioned than celebrated. In a circular economic model, waste becomes a resource to be recovered and revalued through recycling and reuse. In this context, five circular economy models are emerging and spreading rapidly in organizations, namely: circular supply chains, recovery and recycling, product life cycle extension, shared platforms and product as a service (Lacy and Rutqvist, 2015). However, companies looking to adopt these circular models will have to develop new business models at the expense of linear thinking (Sehnem et al., 2022). Such models help companies to improve differentiation, in reducing costs, in generating new revenues, in reducing risks as well as in reducing the im...