Traça, DanielOliveira, Vitorino MelloPortas, PauloZander, Paulina2024-09-202024-09-202023-01-242022-12-16http://hdl.handle.net/10362/172114This 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 to establish long-term growth. Obstacles and achievements of the program are analyzed, as well as current and future challenges. Research was conducted to get further insights, including 3 interviews and a survey with 197 respondents. Subsequently, recommendations are shared. A strategic approach to decision-making is used and concepts are applied to determine whether further resources should be committed to the project.engSustainable business developmentCircular economyConsumer electronicsCompetitive strategyStrategic decision-makingmaster thesis203316622