Zing and Shine - Ecosystems for Circularity

This LiveCase offers an immersive and interactive learning experience centered on circular economy strategies. Learners assume leadership roles as part of a sustainability task force at Zing, a fictional beverage company under pressure to improve its brand reputation and adopt more sustainable practices. The case focuses on evaluating a dormant sustainability project—a closed-loop rPET bottle recycling facility in Malta—and determining its feasibility amidst new opportunities.
Participants assess whether Zing should invest in its own plastics collection and recycling infrastructure, implement systems to increase waste plastic returns, and form a strategic partnership with a competitor to co-invest in the project. Key considerations include financial viability measured by net present value (NPV), regulatory requirements, operational challenges, cost savings, and alignment with long-term sustainability goals. Learners analyze various inputs and drivers to understand their impact on the project’s success.
The LiveCase employs multimedia storytelling, gamification, role-playing (including optional AI-powered bots), and interactive tools, allowing participants to engage with Zing colleagues and external stakeholders dynamically. This approach encourages critical thinking, teamwork, and decision-making under pressure, as learners weigh multiple factors to craft actionable recommendations for Zing’s COO.
Designed for undergraduates, MBA and executive education programs, this case study can be conducted in-person or online. It provides a rich environment for discussion, problem-solving, and practical application of circular economy concepts. The experience challenges learners to think creatively and strategically while delivering valuable insights into managing sustainable transitions in business operations.

1) the barriers and enablers that influence the design of circular economy initiatives.
2) Evaluate the tangible value drivers involved in transitioning to a circular or sustainable business model.
3) Apply the proprietary Value-Access-Process framework to assess circularity-based business models.