“…Given the positivist philosophical tradition drawn from Eisenhardt (1989), we decided to investigate the advanced research question through a grounded theory approach (Corbin & Strauss, 2007;Glaser & Strauss, 2017;O'Reilly, Paper, & Marx, 2012). The present research builds on institutional theory to explore companies' isomorphism in adopting digital technologies to achieve circularity (Carmona-Márquez, Leal-Rodríguez, Leal-Millán, & Vázquez-Sánchez, 2022;DiMaggio & Powell, 1983;Do, Mishra, Colicchia, Creazza, & Ramudhin, 2022;Haunschild & Miner, 1997;Meherishi, Narayana, & Ranjani, 2019;Meyer & Rowan, 1977).…”