96 4 Case Description and Within-Case Analysis
they manufacture their products, how they take account for their waste streams (...)
and all of that in my mind reinforces the confidence that somebody has in us when it
comes to the design and manufacturing of garments ... So it becomes an opportunity
to demonstrate how the brand is doing its work effectively.” The sincere commitment
to circular economy should mean customers have faith in the reliability of the
products the organization produces. When customers trust the organization, they
will believe in its products.
Case Iota is at the beginning of its transformation towards circular economy.Several motivating factors have been identified and the organization is planning
to strengthen its commitment towards circularity. The issue is of high importance
to the organization because growing popularity as well as demand of circular
products is expected.