CIDER RESEARCH was born in 2019 in partnership with a Cornish cidermaker, namely Wasted Apple. Wasted Apple is a unique example of a circular-born enterprise same as many other small and traditional cidermakers globally.  

CIDER RESEARCH aims to investigate (i) how circular entrepreneurs engage with the surrounding value systems in business modelling that is coherent in itself and with the entrepreneur’s aspirations and (ii) how two fundamental aspects of embeddedness, namely resource integration and value cocreation, are achieved within a circular business model (CBM). Paradoxically, embeddedness facilitates business survival but hinders strategic business planning, profitability and growth. The fundamental problem with scaling up appears to be business model adaptation. CIDER RESEARCH aims (iii) to throw light onto the weaknesses of the existing business model adaptation process and to suggest a business model adaptation process to keep small cidermakers circular, profitable and multiple value co-creating economic systems in the process of scaling. By doing so, we will be able to improve the scalability, transferability and adaptability of circular business models in different industry contexts.