In modern business operations, which are characterized by major economic, technological and environmental changes, a significant role is played by the circular economy (CE). The concept of circular economy as a paradigm of sustainable development takes into account the problems of waste management, its further recycling and the creation of new value that enables the company to continue the life cycle of the product. By actors in the circular economy, we presume companies, consumers, citizens and representatives of non-governmental organizations. Moreover, states are considered to be of critical support for the implementation of CE. However, despite being aware of the benefits of the circular economy for modern business, globally speaking, the number of countries and companies that accept this concept is scarce. The reasons can be found in the high rate of ore extraction, huge inventories and low level of usability and recycling. Standardization and entrepreneurship are some of the areas that companies need to develop if they want to implement CE more efficiently. An entrepreneurial attitude leads to the development of innovation in the company, which contributes to stronger recycling and the creation of a new product.