Assessing Worten reuse-s sustainable growth: how can the brand be competitive while tackling electronic waste

Abstract

This thesis examines the importance of rethinking business models in terms of sustainability. The case of Worten, a Portuguese electronic retailer, and its brand for refurbished devices is used to understand the importance of incorporating circular economy into the business model to establish long term growth. Obstacles and achievements of the program are analyzed, while current and possible future challenges to extend the project and to maximize its impact are explained. Research was conducted to get further insights, including 3 interviews and a survey with 197 respondents. Finally, solutions to the current challenges are proposed, and subsequent recommendations are shared. Emerging perspectives in the market for refurbished devices will be analyzed, taking into account the competitive environment including direct and indirect competitors.