Navigating Circularity : A qualitative Case Study on the Decision Making Process of B2B BuildingManufacturers

Sammanfattning: This study investigates the industrial business models transition toward a more sustainableimpact. More specifically, the access to the circular symbiosis and practices for the sectorof B2B building manufacturers. The current research in this field revolves mainly aroundtheories of Triple Bottom Line, Circular Economy and Decision Making Process. However,it appeared that the existing literature had more of a philosophical approach than operabletools usable by specific players in real situations. Hence, the purpose of this study is toprovide manufacturing B2B players with a ready-to-use model that sets in practice adecision making system driving circularity in the production. For this research, Tarkett S.Ais used as a case study. Tarkett is one of the leading global players in the sector of B2Bflooring manufacturers and serves as a trustworthy input of data that legitimizes the furtherresult by its hundred years of adaptability on the market.A qualitative collection of primary data through three semi structured interviews with theTarkett’s management enabled the researchers to derive relevant findings. The findings arealso supported by the benchmarking of Mohawk Industries sustainability interests.Mohawk Industries is the global leader in ceramic tiles and natural stone flooring. Theoverall results emphasize that, as stated within the Triple Bottom Line theory, thecircularity works as a symbiotic relationship of many components. However, this studypoints out and explains the crucial interdependencies between specific components such ashuman factor, external network, eco design, corporate culture, and awareness of theenvironment, rather than only being process oriented on material, wastes, and techniquesetc. Serving as a crossing point between existing theories, this study ends up with asummarized and realistic model of the decision making process among its context. Thismodel can be used as a reference for manufacturing players aiming for reducing both theirenvironmental impact and production cost without shifting from their economicalsustainability. The decision process model is completed by an innovative checklist orprotocol that shifts sustainability at the heart of building manufacturers during decisionprocess gate reviews.