ANALYSIS OF THE BENEFITS AND CHALLENGES OF CIRCULARECONOMY MODEL ADOPTION FOR BUSINESSES SUSTAINABILITY IN NIGERIA

Abstract

Circular Economy model is the adoption of marketing process which eliminates any form of waste in order to optimize resource performance. It is systemic, an effort to minimize resource waste and maximize performance. The objective is to have a perspective shift in assuring a fossil fuel alternative energy and to redefine growth for wide benefits of the society. The study highlights the benefits and limitations of circular economy model in emerging Nigerian economy and the way forward to ameliorate the model. It is found to have become a source of competitive advantage for firm, data analytic and artificial intelligence in both developed and developing countries. Hence, the paper recommends a robust marketing management cum coordinating frame work conducted with local firms of Small and Medium Enterprises along with the coordination of private-public -partnership without losing sight of leveraging on technology platform as enablers that drive the digital economy.