Circular business models and the environment: Maturity levels of the circular economy and innovation in greener craft breweries

Abstract

AbstractThis article aims to highlight the level of maturity of the circular economy according to the ReSOLVE framework, the level of maturity of technical and biological cycles, and the level of maturity of sustaining and disruptive innovation in Brazilian and Portuguese craft brewing companies. Through a multiple case study in the craft brewery sector in the state of Santa Catarina (Brazil) and in the city of Porto (Portugal), a qualitative study was developed by means of a documentary analysis of secondary data, technical visits, and application of on‐site interviews with 11 Brazilian and 11 Portuguese companies. The results indicate that (I) Brazilian and Portuguese companies are at different maturity levels concerning the circular economy, according to the ReSOLVE framework; (II) the maturity levels of the technical and biological cycles can be identified in the recycling practices of both cases, with the 11 Portuguese companies operating at the optimized level while the Brazilian companies are moving toward optimization; and (III) regarding innovation maturity levels, sustaining innovation is incorporated and optimized in these 22 companies. Concerning disruptive innovations, the results show that Brazilian and Portuguese companies are at different stages. This study contributes to theory by linking circular economy constructs and innovation and introducing gastronomy as a new link between these constructs. For practitioners, it highlights the stages of maturity and practical actions that can guide the improvement of maturity levels. In terms of limitations, we cite the geography and population of the countries and states addressed, the pandemic, differing production volume between companies, and the scope of the businesses. We suggest that future studies replicate or expand the sample to other geographic regions, as well as apply the framework to other business segments.