Implementing circular economy through bricolage, frugal innovation and technological turbulence

Scholars, practitioners, and policymakers are considering a circular economy (CE) to optimise resource utilisation and tackle issues linked to economic and environmental growth. This research investigates the association between entrepreneurial bricolage, frugal innovation (FI), technological turbulence, and the implementation of CE in Malaysia, an emerging market. The authors tested the hypothesised relationships using legged multi‐source data and analysed them using the Smart‐PLS‐SEM technique. Data revealed that entrepreneurial bricolage is important in encouraging FI and CE. Meanwhile, the mediating role of FI amplified the link between entrepreneurial bricolage and CE. Furthermore, the moderation of technological turbulence amplified the link between entrepreneurial bricolage, FI, and CE. The findings indicate that firms employing a bricolage approach, characterised by accessing, storing, combining, and utilising readily available resources, exhibit enhanced performance during periods of technological turbulence through the implementation of CE and FI.