How Can Aligning Sales Strategies with EU Circular Economy Policies in B2B Manufacturing Generate Customer Value and Give Companies a Competitive Advantage in The Market?

Abstract

This study investigates how B2B companies in the metal sector align their sales strategies with Circular Economy (CE) principles, particularly under the influence of European Union (EU) sustainability regulations. Drawing on thirteen qualitative interviews with professionals from five international companies, the research explores four core areas: the strategic integration of CE in sales (RQ1), the impact of global regulatory asymmetries (RQ2), the barriers and financial considerations in CE adoption (RQ3), and the enabling roles of digitalization, training, and measurement frameworks (RQ4). The thematic analysis highlights considerable differences in circular economy (CE) maturity among regions, with firms in the EU exhibiting sophisticated integration via lifecycle-oriented value propositions and digital traceability solutions. In contrast, businesses in emerging markets like Mexico encounter obstacles from regulatory gaps, insufficient internal alignment, and cost-driven decisionmaking. The study provides strategic recommendations for managers, industry associations, and policymakers, enabling them to establish a circular economy (CE) as a valuegenerating standard in industrial B2B sales. It concludes by identifying gaps in CE metrics, regulatory harmonization, and cross-functional integration suggesting future research pathways that include longitudinal studies, quantitative validation, and SME-focused frameworks. These insights contribute to both theory and practice, reinforcing the role of CE as a competitive lever in global industrial markets.

Date of Award	2025
Original language	English
Supervisor	Harald Josef Hammer (Supervisor)