Purpose: This research aimed to identify and synthesize circular economy-oriented business model innovation opportunities for the textile and apparel industry of Bangladesh to position the business to its B2B customers by achieving a sustained competitive advantage. 

Design/methodology/approach: In this study, we conducted a multiple case study, analyzing 3 case companies using an abductive method under the interpretive research philosophy. As a result of our research, we aim to understand the current perceptions of the circular economy in Bangladesh's garment industry and identify opportunities for business model innovation. Therefore, we designed a questionnaire to obtain valuable insights and opinions from 9 business practitioners. In order to gain an in-depth understanding of the respondents, semi-structured interviews and rating-based surveys were conducted.

Results: As key results, three CE process has been identified as the most potential to bring BMI- are design (narrowing resource loop), production (slowing resource loop), and recycle (closing resource loop) based on which the T&A industry can position its business to achieve a sustained competitive advantage.

Originality/value: To the best of the authors' knowledge, no previous research has been done on this topic. This paper establishes an integrated conceptual model which is first of a kind to integrate CE resource loops and resource-based view. The data presented here are all based on the respondents' perceptions. This thesis paper can help academics do further research on industries that face issues with value creation, and professionals can apply the suggested practical solutions implications in their industry.

Key Words: Sustainability, Circular Economy, Business-to-Business Positioning, Business Model Innovation, Textile and Apparel Industry