Developing circular product innovation capabilities – The supporting role of certifying offices in the transition to a circular economy

This paper focuses on the process companies go through with the facilitation of certifying consultants when developing circular products for cradle-to-cradle certification. The study explores its impact on the formation of the circular product development capability in firms, and analyses the role of cradle-to-cradle certifying offices during this fuzzy process in helping firms to transition towards circular economy. The interviews with the experts from cradle-to-cradle certifying offices reveal the latent activities led by assessment bodies that help to reduce fuzziness and develop circular product development capability in firms.
Specific roles taken by the certifying office depending on the circular product development stage are identified, i.e. knowledge provider in fuzzy front-end, knowledge trustee in facilitated new product development, and transparency enabler in final certification stage. In addition, four types of facilitated new product development approaches are distinguished based on the pressure and responsibility dynamics in the circular product development between the participating actors: top-down, bottom-up, sandwich-based and circular new
product development. As a result, the paper presents a framework on the development of a circular product innovation capability in a firm with the support of cradle-to-cradle certifying office, and its transfer into new circular product development processes in a firm.