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The transition towards a circular economy is high on the political agenda and support for innovative business models can be seen as one of the key strategies for its implementation. Nevertheless most of these business models rely on an increasing generation of waste and thus undermine the prevention of waste as top of the waste hierarchy. The paper aims to link this debate to more systemic eco-innovations that offer economic market potentials by reduced material inputs and waste generation. This directs the attention to sufficiency strategies that surpass the level of individual consumer choices and regards the potentials of entrepreneurial sufficiency strategies. It takes the example of waste contracting modelsin Germany as a possible approach of resource-light business models that provide existing utility aspects with altered consumption patterns and decreased resource consumption. It describes environmental and economic benefits and draws conclusions on necessary policy framework conditions.
In the context of the larger sustainability discourse, "sufficiency" is beginning to emerge as a new value throughout Western societies, and the question asked in this article is: Can we observe and conceptually identify opportunities to link successful business strategies of incumbents to principles of sufficiency? Thus, how feasible is sustainable entrepreneurship for incumbents? In this paper, a conceptual approach is developed combining insights from sociology, transition research, management and sustainable entrepreneurship research with a focus on narratives as a translation mechanism in situations where tensions emerge between corporate narratives and unexpected societal trends, e.g., the emergence of sufficient lifestyles. It will be shown that even though these are still a niche phenomenon, a focus on corporate narratives is an important element in understanding the role of incumbents in transitions to sustainability.