Unsustainable consumption and production systems (Dobbs et al. 2011; Mudgal et al. 2012) Need for change recognised (Murray, Skene, and Haynes 2017; European Commission 2011) Businesses are under pressure (Scott 2013; Bonviu 2014; Gregson et al. 2015; Bocken et al. 2016; Schulte 2013; Rifkin 2009) Circular Economy models gaining traction (Bocken et al. 2017; Gregson et al. 2015; Haas et al., 2015; Ghisellini et al. 2016) Emerging area of research and its perspectives are quite appealing, however, at the micro level, only a few studies deal with diffusion, adoption and effects of this production and consumption model (Ghisellini et al. 2016) In this, it has remained outside the purview of business strategy research