Make It Circular! Value Creation Logics in Public Institutions

Growing environmental challenges led public institutions to act and stimulate circular economy initiatives. Service research has provided interesting insights into understanding the circular economy, but empirical progress is still limited, especially regarding the contributions of public institutions. Therefore, this chapter builds on the circular value creation logics with a two-fold aim: challenging the conceptualisation of (Ranta et al., Industrial Marketing Management 87:291–305, 2020) and describing the efforts of public institutions in promoting the circular economy. To this end, a qualitative research is centred on the national circular economy roadmaps of the top 10 EU countries. Four new macro-level value creation logics emerge from this study, which public institutions are using to guide business activities in defining their value propositions as inspired and driven by the circular economy.