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RSM Seminar | Dr Julia A Fehrer

RSM Seminar | Dr Julia A Fehrer

Presenter: Dr. Julia A. Fehrer, Senior Lecturer in Digital Marketing at the University of Auckland Business School

Value co-creation in the circular economy

Abstract:

The circular economy is a countermovement to the current linear ‘take-make-dispose’ industrial model that addresses global environmental challenges, such as the increasing exploitation of environmental resources. It is conceptualized as ‘an industrial system that is restorative or regenerative by intention and design’ (Ellen MacArthur Foundation, 2013), emphasizing the systemic nature of the concept. The idea of the circular economy seeks radical change of fundamental economic principles on a system level by moving business practices and business models toward environmental stewardship and social progress while generating economic profit (Fehrer and Wieland, 2020). Value creation is defined along the triple-bottom line of economic, ecological and social sustainability and circular business models are viewed as important tools in catalyzing sustainable and social innovation in order to contribute to this triple-bottom line. However, the adoption rates of circular business models have been somewhat disappointing. While much of the literature contributes low adoption rates to innovation failures of focal firms, we highlight, more foundationally, that underlying firmcentric value creation logics, anchored in many circular business models, are problematic when addressing the “wicked problems” of sustainability. We propose a new logic of value cocreation to conceptualize business models and business practices in the circular economy.

Biography:

Julia A. Fehrer is Senior Lecturer in Digital Marketing at the University of Auckland Business School (New Zealand) and Research Fellow in Marketing & Service Management at the University of Bayreuth (Germany). Her research is positioned at the interface of digital marketing, information systems, and entrepreneurship and includes digital business models, actor engagement in networks, market shaping, technological and social innovation. Her research has been published in journals such as the Journal of Service Research, Industrial Marketing Management, Journal of Business Research and the Journal of Service Management and has been recognized with several international awards including, most notably, in December 2019 she received the Australian & New Zealand Marketing Academy Emerging Researcher of the Year Award. Her teaching is pioneering new digital marketing and service design courses and digital course delivery, including new blended and hybrid teaching formats and MOOC deliveries. For her innovative approaches to teaching, she received the University of Auckland Business School 2020 Early Career Excellence in Teaching Award. Dr Fehrer has 12 years of professional experience with senior positions in strategic and digital marketing across countries in the insurance industry. https://unidirectory.auckland.ac.nz/p

Updated:   23 October 2020 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team