“…This shift is a large‐scale systemic task that requires innovation activities on the macro, meso, and micro levels (Kirchherr et al, 2017; Korhonen et al, 2018,b; Kuzma et al, 2022; Prieto‐Sandoval et al, 2018). These levels encompass whole socioeconomic systems (e.g., Ghisellini et al, 2016), value chains (e.g., Bressanelli et al, 2019), business models (e.g., de Sousa Jabbour et al, 2019; Jabbour et al, 2019; Julkovski et al, 2022; Linder & Williander, 2017; Pies & Schultz, 2023), and products/services (e.g., Aguiar et al, 2022). The multi‐tiered structure of transitioning to a CE emphasizes the notion that a CE can be seen as a systemic concept that necessitates paradigmatic shifts from pure competition to co‐opetition (e.g., Kirchherr et al, 2018).…”