On the Front Line of the Circular Economy: The Entrepreneurial, Identity and Institutional Work of a Female Entrepreneur towards the Circular Transition

Abstract

This article traces the experiences of Vicky, a female entrepreneur who runs a circular business that produces swim and activewear from regenerated fishing nets. The idea of a circular economy, which moves away from the linear economic model based on a make-use-dispose logic towards the elimination of waste and a sustainable use of the world’s resources, has rapidly gained popularity. Vicky’s story highlights the often overlooked but critical role of small businesses and their owners in this systemic change. Vicky performs three intertwined but distinct forms of work – entrepreneurial work on the business, identity work on the self and institutional work on the wider world – that all contribute to the circular transition. At the same time, Vicky exemplifies an alternative approach to entrepreneurship through a relational interpretation of circularity. Her case draws attention to how the labour of actors in the grassroots propels large-scale transitions.

Sostenibilidad como valor: experiencia de un emprendedor alemán iniciando una empresa en Colombia

“…As the context and the environment in which the business operates may limit or affect the exercise of these values. From this perspective, in Prost SAS converges three interlinked forms of work identified by Bozkurt, xheneti & Vicky (2022) as contributors to small sustainable businesses: entrepreneurial work, identity work, and institutional work.…”

“…Entrepreneurial work is particularly demanding in this kind of companies, according to Bozkurt et al (2022), because their business models are more experimental and fragile, as it is shown through the different intended actions made by Prost SAS to adapt its original business plan and working system in order to preserve founders' identity and values.…”