PurposeEmbracing circular economy principles in integrating supply chain networks is pivotal for firms navigating the complex terrain of Industry 4.0, as it addresses the urgent need for sustainable competitive advantage in the rapidly evolving service design landscape. Moreover, promoting responsible consumption and production practices within these networks ensures the efficient use of resources, minimizing waste and environmental impact while fostering long-term sustainability.Design/methodology/approachThis study emphasizes the integration of design thinking principles as a strategic response to the challenges posed by emerging design systems in Industry 4.0, with a focus on effectively meeting user requirements and managing competitive pressures within circular supply chain strategies.FindingsAn empirical study validates the impact of the ROCKET model, utilizing data mining to uncover the underlying patterns of thought and action among participants, thereby providing insights into facilitating a circular supply chain strategy. The findings present a robust framework and identify key motivational factors from a project management perspective, specifically tailored for young innovators. The study underscores the importance of effectively integrating supply chain networks, not only to enhance collaborative experiences but also to empower innovators to develop operational protocols aligned with the ROCKET model, thus advancing the circular economy agenda within the Industry 4.0 landscape.Originality/valueLeveraging design thinking, widely recognized for its versatility and pivotal role in fostering innovation, this research investigates the cognitive frameworks and mindsets that drive the innovation journey and its outcomes. Despite its potential, a noticeable gap between experienced design professionals and novices can result in prolonged R&D timelines, quality control issues and resource allocation challenges, which impede effective supply chain integration. To address this gap, the study introduces the ROCKET model, inspired by motivational strategies to support innovation management, with a particular emphasis on integrating supply chain networks to promote a circular economy within the Industry 4.0 context.
