Digital Transformation for Circularity: Implications for Operations and Customer Relationships in an Underwater Robotics Company

Sammanfattning

This thesis explores how digital capabilities support the transformation toward circularity in an underwater robotics company. It examines the effects on internal operations as well as the organizational and customer relationship implications. The study is guided by two research questions: RQ1: How do digital capabilities influence internal operations in an underwater robotics company transforming toward circularity? and RQ2: What are the key internal and external implications of this transformation, especially for the company's relationship with its industrial customers?A qualitative single case study was conducted at WEDA Robotics, a manufacturer of industrial underwater cleaning robots. Data were collected through semi structured interviews with company representatives and analyzed using thematic analysis. The 10R framework and the McKinsey 7-S framework were applied as analytical lenses to interpret the findings.The findings show that digital capabilities such as predictive maintenance, data visibility, and remote troubleshooting enable three main changes in internal operations: a shift from reactive to predictive maintenance, data driven lifecycle decisions, and faster remote service delivery. These changes support the circular strategies of Rethink (R1), Reuse (R3), Repair (R4), and Refurbish (R5). Internally, the transformation affects the organization’s Strategy, Systems, Structure, and Style. Externally, customer relationships become more proactive. The company no longer waits for problems to be reported but instead engages with customers continuously. A critical challenge is that customers are concerned about sharing operational data, meaning trust requires transparency about data use and clear customer benefits.The study concludes with a transformation flow diagram that links digital capabilities to internal operations, circular strategies, organizational alignment, and customer relationships, showing how changes in one area affect the others. This study contributes to the understanding of how underwater robotic company can approach circular transformation by examining how digital capabilities impact internal operations and customer relationships.