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The circular economy has been proposed as an answer to the call for decoupling economic growth from resource extraction, waste generation, and climate-change issues. Companies should thus implement circular business models, leveraging such strategies as product redesign, servitisation, or supply chain management. While their role has been addressed by previous literature, enabling factors such as government intervention or user engagement have received limited attention. This becomes more relevant since geographical contexts affect how these factors enable the circular economy. Thus, this chapter aims to explore the role of geographical contexts on the enabling factors of circular business models. Two case companies that have run circular business models in two different geographical settings (the Netherlands and Italy) are investigated. Users played a major role in both cases, even though their …