Business Relationships and Customer Value Proposition in Circular Economy

The environmental challenges facing our planet today, such as climate change, an increasing ecological footprint, and changes in excessive human consumption, are leading to changes at both an individual and organizational level. This new reality leads us to adopt new strategies, focusing on the social, environmental, and economic realities in which we find ourselves. To achieve these objectives to combat the challenges mentioned above, this study will explore various topics, in this case, specific practices that will be discussed throughout this dissertation. One of the topics that will be mentioned is the transition from the linear economy model to the circular economy model, which seeks to achieve levels of sustainability by reducing waste and reusing materials. Business relationships between suppliers and customers will also be explored, emphasizing the importance of both for the success of the implemented practices and for building a sustainable business. Finally, the value that customers attribute to the brand and the criteria they consider when evaluating and valuing the brand will be discussed. The objective of this dissertation is to analyze the impact of the circular economy on business relationships, whether with suppliers or customers, and to understand the value that each of these partners attributes to the company under study, in this case, Sumol + Compal. This study aims at understanding how customer value proposition in the circular economy affects and is affected by business relationships. This research specifically discusses the practices implemented and the relationships established by the company, with the aim of improving its environmental and social performance, contributing to a more sustainable environment, and building new and lasting relationships with current partners.