This paper offers a business‐focused critique centring on the superordinate goal of circular economy (CE) strategy and advances an ideograph that can help economic planners and corporate leaders conceptualize CE strategies that meet the bifurcate goals of strengthening economic resilience while also attenuating resource footprints. The paper, based on critical discourse analysis (CDA) and supported by an extensive literature review, highlights the pervasive manner in which the CE is mischaracterized as a materials circulation (MC) strategy and demonstrates how an oft‐referenced ideograph—the Ellen MacArthur Foundation (EMF) Butterfly—graphically entrenches this characterization. The first contribution that this study makes centres on providing clarity on how CE principles can be integrated with corporate strategy to elevate competitive advantage through resource economic optimization (REO). The second contribution is the development of a reconceptualized ideograph—The Integrated Circular Economy (ICE) model—that better conveys how this strategic perspective on CE and be conflicted with economic networks to deliver better economic and environmental performance.

中文翻译：

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让“经济”回归循环经济


本文围绕循环经济（CE）战略的最高目标提出了以商业为中心的批评，并提出了一种表意文字，可以帮助经济规划者和企业领导者概念化循环经济战略，以满足增强经济弹性同时减少资源足迹的双重目标。这篇论文以批判性话语分析 (CDA) 为基础，并得到广泛的文献综述的支持，强调了 CE 被错误地描述为材料流通 (MC) 策略的普遍方式，并展示了经常被引用的表意文字——艾伦·麦克阿瑟基金会 (Ellen MacArthur Foundation) (EMF) 蝴蝶——以图形方式巩固了这一特征。本研究的第一个贡献集中于阐明如何将 CE 原则与企业战略相结合，以通过资源经济优化 (REO) 来提升竞争优势。第二个贡献是开发了重新概念化的表意文字——综合循环经济（ICE）模型——更好地传达了这种关于循环经济的战略观点如何与经济网络相冲突，以提供更好的经济和环境绩效。