Observing circularity transition at Decathlon Bangladesh; a subsidiary level study of a multinational sports retailer brand
Author
Sarker, Md Salman Habib
Term
4. semester
Publication year
2026
Submitted on
2026-12-01
Abstract
This thesis examines how group-level circular ambitions are translated into practice at Decathlon Bangladesh, the buying and sourcing subsidiary of the multinational sports retailer Decathlon. Situated in the Bangladeshi textile and apparel sector, which is both economically vital and environmentally problematic, the study investigates to what extent Decathlon Bangladesh has adapted its business model around circularity and how dynamic capabilities and project organizing support or constrain this adaptation. A theory-based framework links business model adaptation (strategic level), dynamic capabilities (organizational level) and project organizing (operational level), complemented by a contextual layer addressing sustainability pillars and Bangladesh-specific constraints. Empirically, the research draws on five qualitative interviews with seven informants from Decathlon Bangladesh and two manufacturing facilities, supported by company documents. The findings indicate that circularity is only partially and unevenly embedded: the value proposition has shifted towards durability and supplier assessment has changed, but there is limited integration of material loop initiatives, and value capture lies outside the subsidiary’s remit. Capabilities to drive the transition are distributed across the buyer–supplier interface, where suppliers closely monitor changes yet often reject circular investments due to short-term payback requirements. Project organizing can transform pilot initiatives into standard practice but is constrained by suppliers’ vague understanding of project goals, the absence of cost and revenue tracking, and limited reach in scaling up. The thesis contributes empirical insight into circular business model adaptation in a buying–sourcing subsidiary and outlines six broad directions for how Decathlon Bangladesh can further advance its circularity ambitions.
Denne afhandling undersøger, hvordan koncernens cirkulære ambitioner omsættes til praksis i Decathlon Bangladesh, der fungerer som indkøbs- og sourcingdatterselskab for den multinationale sportsdetailkæde Decathlon. Med udgangspunkt i tekstil- og beklædningssektoren i Bangladesh, som både er økonomisk central og miljømæssigt belastende, analyseres, i hvilket omfang Decathlon Bangladesh har tilpasset sin forretningsmodel til cirkularitet, og hvordan dynamiske kapabiliteter og projektorganisering understøtter eller begrænser denne tilpasning. Et teori-baseret rammeværk kobler forretningsmodeltilpasning (strategisk niveau), dynamiske kapabiliteter (organisatorisk niveau) og projektorganisering (operationelt niveau), suppleret af en kontekstuel analyse af bæredygtighedsdimensioner og bangladeshiske rammevilkår. Empirisk bygger studiet på fem kvalitative interviews med syv informanter i Decathlon Bangladesh og to produktionsfaciliteter samt understøttende virksomhedsdokumenter. Resultaterne viser, at cirkularitet kun delvist og ujævnt er integreret: værditilbuddet er skærpet mod holdbarhed, og leverandørvurderingen er ændret, men der er kun begrænset fokus på materialekredsløb, og værdikaptur falder uden for datterselskabets mandat. Kapabiliteterne til at drive omstillingen er fordelt på køber–leverandør-grænsefladen, hvor leverandørerne nøje følger ændringerne, men typisk fravælger cirkulære investeringer på grund af krav om kortsigtet tilbagebetaling. Projektorganisering kan omsætte pilotinitiativer til standardpraksis, men hæmmes af uklarhed om projektmål hos leverandørerne, manglende omkostnings- og indtægtsopfølgning samt begrænset opskalering. Afhandlingen bidrager med et empirisk indblik i, hvordan en indkøbs- og sourcingenhed arbejder med cirkulær forretningsmodeltilpasning, og skitserer seks overordnede retninger for, hvordan Decathlon Bangladesh kan styrke sin cirkularitetsindsats fremover.
[This abstract has been generated with the help of AI directly from the project full text]