To avoid costly mistakes due to overly optimistic assumptions, a good understanding of the market and the product is needed
Labels such as “sustainable”, “eco-friendly” and “green” have long been an easy sell. “Circular economy” joined their ranks when it debuted on the world stage at the World Economic Forum 2012. Even though related concepts have been discussed as early as in the 1970s, claims by the consulting world that a transition to a circular economy could bring economic benefit to both manufacturers and consumers caught the attention of businesses and policymakers.
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