Her research lies at the intersection of marketing, sustainability, digitalization, and circular business models – an area where she is one of only a few scholars at Stockholm Business School. Since 2014, she has focused on circular economy and has published in leading international journals such as Journal of Business Research and Psychology and Marketing.

Although sustainability is a common theme among her colleagues in the Marketing Section at Stockholm Business School, she says her research and teaching distinguish themselves through a dedicated focus on circular business models.

For Rana, sustainability is not just about creating greener products – it’s about ensuring that the entire business model is in balance. She warns that companies failing to adapt risk becoming what she calls a “Titanic phenomenon”: they see the iceberg but don’t change course.

Her research centres on the critical role that circular business models play in translating innovation into market success. Even the most novel product or material depends on a viable and well-functioning business model to create sustainable value, says Rana Mostaghel. Accordingly, connecting with the SUCCeSS community and beyond, she’s interested in exploring (1) examples of successful circular business models and (2) instances where such models have failed, and (3) emerging start-ups that must design new circular business models from the ground up.

Looking ahead, Rana plans to continue advancing research on AI and circular business models, and to disseminate the findings through various educational levels to students, through seminars and workshops to the executives and practitioners, and through academic and industry publications to reach a broader community. Through her involvement in SUCCeSS, she sees great potential for interdisciplinary collaboration and new perspectives – something she believes is crucial for advancing research in this field.

Welcome Rana!