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In this study, we investigate how companies can contribute to achieving a circular economy (CE) in the electronics industry viewed through the lens of dynamic capability. In particular, we examine how companies can contribute through idiosyncratic ecopreneurship according to dynamic capabilities with three points: the dynamic capabilities of established companies, the formation of ecopreneurship according to idiosyncratic dynamic capabilities, and the shaping of a CE through the interplay of ecopreneurship and dynamic capabilities of established companies. We conducted a case study of five leading TV manufacturers (Samsung, LG, Sony, Hisense, and TCL) to verify our conceptual framework, which we derived from a literature review. The case study shows that a company’s contribution to the CE and ecopreneurship type largely depend on a combination of dynamic capabilities and business strategies. Based on the case study results, we derived managerial implications with three points: the approach of leading companies to CE with consideration of business strategies, leveraging ecopreneurship to gain competitiveness in the market, and the influence of micro- and meso-level dynamic capabilities on a company’s contribution to CE.

Shaping a Circular Economy in the Digital TV Industry: Focusing on Ecopreneurship through the Lens of Dynamic Capability