Differences between markets are the largest challenge for circular business model implementation

Several market analyses performed by the team of Masaryk University within the ReCiPSS project for the Gorenje demonstrator show that there are very different conditions between the four markets where Gorenje aims to implement a new circular business model for washing machines – the Pay per wash system. From the relatively developed Dutch market through markets where some similar small attempts exist (Austrian and Danish) to the rather virgin Slovenian market. Differences were found in the existing/non-existing competitors, the experience of consumers and mostly with the attitudes and beliefs of consumers concerning pay per wash system instead of buying and owning. This situation is very challenging for several marketing activities which must be substantially adapted for each of the four markets, especially in communicating the market entry of Gorenje. For more information, see chapters 6.1 a 6.2 in the first Deliverable “D2.1-Demonstrator baseline and market characteristics report” downloadable here: https://zenodo.org/record/3386436#.X5tAgIhKiUl.