Institutional Work of Born-Circular Ventures

While circular entrepreneurs face institutional pressures, they also drive institutional changes to promote circularity. These changes may not always be on a large scale or successful in transforming the institutional environment. This study uses the concept of institutional work to explore how born-circular entrepreneurs engage in purposeful everyday activities to influence their institutional environments. Previous studies have focused primarily on the impact of institutions on entrepreneurial activities, but there is limited understanding of how born-circular entrepreneurs “work” institutional structures. This paper utilizes a multiple-case approach, analyzing data from interviews with 35 entrepreneurs. The results indicate that circular entrepreneurs actively endeavor to change: a) markets, b) regulation, policy, and formal institutions, c) actors and networks, and d) behavior, practices, and cultural models through four types of institutional work, namely, innovation, cognitive work, ecosystems, and lobbying. The study suggests that these efforts impact institutional environments and promote incremental progress towards circularity.