Toward a Circular Economy in the Toy Industry: The Business Model of a Romanian Company

Irina Albastroiu Nastase, Cristian Negrutiu, Mihai Felea, Carmen Acatrinei (Pantea), Andrei Cepoi and Adrian Istrate
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Irina Albastroiu Nastase: Department of Business, Consumer Sciences and Quality Management, Faculty of Business and Tourism, The Bucharest University of Economic Studies, Dacia Blvd., 41, District 1, RO-010404 Bucharest, Romania
Cristian Negrutiu: Business Administration Doctoral School, The Bucharest University of Economic Studies, Dacia Blvd., 41, District 1, RO-010404 Bucharest, Romania
Mihai Felea: Department of Business, Consumer Sciences and Quality Management, Faculty of Business and Tourism, The Bucharest University of Economic Studies, Dacia Blvd., 41, District 1, RO-010404 Bucharest, Romania
Andrei Cepoi: Business Administration Doctoral School, The Bucharest University of Economic Studies, Dacia Blvd., 41, District 1, RO-010404 Bucharest, Romania
Adrian Istrate: Business Administration Doctoral School, The Bucharest University of Economic Studies, Dacia Blvd., 41, District 1, RO-010404 Bucharest, Romania

Sustainability, 2021, vol. 14, issue 1, 1-25

Abstract: Nowadays, more and more business organizations are encouraged to find ways to produce high-quality products that are offered to users for their temporary enjoyment and then redistributed or sent to the next user pending. This is done without being conditioned to believe that we need to own something, use it for certain functions for a limited amount of time, and then throw it away. Toys are a perfect candidate for this approach. Given the lack of case studies explaining how companies can design and implement a circular economy in practice, especially in the toy industry, this study aimed to develop a case study based on Evertoys, a start-up operating in Romania, which is a country where the circular economy is only in an infancy phase. This study’s objective was to analyze this business model from the circular economy perspective. Regarding the methodology, the work followed the research strategy of the case study, which was developed by analyzing the opportunities and challenges of this toy-as-a-service model and taking into consideration the components of the Business Model Canvas. Our findings indicated the presence of driving factors, as well as barriers, in the implementation of circular economy practices.

Keywords: circular economy; sharing economy; reuse; rental and subscription services; toys as a service; business model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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