4.6 Case Delta 71
71
Appendix: German Quote 18). As mentioned above, the current challenge is that
there is no infrastructure established that enables the organization to retrieve the
removed parquet. Only when this challenge is overcome and a global, cost-efficient
infrastructure has been established can this potential benefit be realized.
The third impact is a positive brand image. Although brand image is not one ofthe main motivators, the interview partner expressed that their circular economy
approach fits perfectly into the organization’s corporate identity and therefore gives
customers a good impression of its corporate values. As the interviewee said: “(...) but
I think it is helpful to have it for our public image” (see Appendix: German Quote 19).
A negative impact is the higher prices for circular resources which has alreadybeen mentioned. To fulfill the requirements of circularity, often substitutes for
conventional components, e.g. in the case of parquet the oil, the glue or the varnish
etc. are required. These substitutes usually need to be developed specifically for the
organization. This additional effort is mostly carried out by suppliers. The develop-
ment effort combined with the low production quantities lead to higher prices for the
resources and therefore make the resulting product more expensive. The company
representative explained it as follows: “Cradle-to-Cradle leads to increased resource
prices. Often innovation and new developments are necessary, production volumes
are low and transport logistics are unclear (...)” (see Appendix: German Quote 20).
To summarize, it is important to note that this organization is at the beginningof its transformation towards circular economy. Several questions especially re-
garding the end of the product lifecycle remain open. However, the organization
has already reaped benefits and believes further positive effects for their business
will be realized as implementation continues. Its commitment to circular economy
will become stronger and the theoretical concepts it is currently developing shall
be brought to life within the next years.
4.6 Case Delta
4.6 Case Delta
4.6.1 The Company’s Circular Economy Approach
The organization’s product range comprises of yarns and fabrics for the production
of working clothes, protective wear and corporate wear. The organization operates
in a business to business environment and usually has no direct contact with the
end-consumer. The usual business chain is as follows: the clothes manufacturer
sells his products to a laundry business who rents the clothes to the end-consumer.
The end-consumer can be a major industrial corporation, hospitals or other public