How incumbents realize disruptive circular innovation - Overcoming the innovator's dilemma for a circular economy

Despite the promises of the circular economy to become an attractive source of innovation, many firms have so far hesitated to pursue circular innovations. Incumbents are facing a dilemma: While circular innovations may be potentially disruptive to the current profitable linear business, standing still may be dangerous, as traditional businesses may be rendered obsolete in the current changing environment. Yet, the literature has so far provided only a few insights into how firms can approach circular innovations strategically. By using the lens of disruptive innovation, we offer a strategic analysis of circular innovation challenges and potential ways to overcome them. Based on two in-depth cases, we show how a separate organizational structure can help to implement potentially disruptive circular innovation, but some caveats exist. In addition, this structural separation should be linked with a clear innovation strategy, and the partnerships, organizational culture, and competencies needed for implementation should also be considered.