Promoting circular innovation through innovation networks: The case of cradle to cradle certified products
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As advancement of sustainability-oriented innovation, circular innovation addresses not only the lacking environmental challenge integration but adopts a life cycle perspective. As a product design concept for the circular economy, Cradle to Cradle promotes closed biological and technical loops. We make use of the promotor network theory for understanding how companies collaborate in an innovation network for overcoming innovation barriers and successfully developing circular products. By conduct-ing a longitudinal in-depth case study on a cradle to cradle pioneer company in the consumables indus-try, we find that cradle to cradle innovators collaborate tightly on the company, supplier and linking levels. Furthermore, these companies are characterised by excellent communication structures be-tween the various promoters in the innovation network.