Empirical Research Case Studies: Circular Firms

This chapter represents the core of this book, as it aims to present the conducted empirical research. The first part of the chapter aims at accurately explaining the following methodological approach for data collection (focus groups and in-depth interviews) and the following analysis (Gioia methodology and multiple case study). I provide the details of the focus group participants and a description of the entire research process. I finally present the findings stemming both from the focus groups with customers/potential customers and the subsequent in-depth interviews with the circular firms’ knowledgeable informants. In this chapter, I benefit from some images of firms’ products to engage the reader with the narratives.