Research group Stockholm Circular & Digital Marketing Research Initiative (CIRDIM)

Our mission is to advance theoretically grounded and practice-relevant knowledge that supports the transition toward sustainable, data-driven, and customer-centric business ecosystems.

Our research focuses on circular economy business models, digitalization, and artificial intelligence, spanning several interconnected domains. The research group has made foundational contributions to understanding circular business models, including empirical and conceptual studies on industry challenges, as well as the role of customers in enabling circular value creation. We investigate how digitalization drives business model innovation, with notable work evaluating past developments and identifying future research trajectories in digital retail transformation.

A significant stream of our research is focused on consumer behavior, including topics such as online retailing, retail digitalization, consumer-facing technology in retailing, live video shopping, sustainability-oriented consumer behavior, and technology use among older consumers. Further work will, among other topics, examine willingness to pay for sustainable services such as ecotourism and factors influencing the adoption of social media for health-related purposes.

An overarching theme in our research is technology adoption and artificial intelligence, including research on self-service technologies and blockchain-based business transactions. This research theme has been investigated in empirical studies, systematic literature reviews, and conceptual models that shape the understanding of how emerging technologies can enhance accessibility, support well-being, and improve consumer experiences.

Our interdisciplinary portfolio positions CIRDIM as a hub for bringing scholars and executives together to shape the next generation of empowered business leaders.