Dr. Lina Dagilienė, dr.Viktorija Varaniūtė and PhD Justina Banionienė presented the research „Paradoxical dichotomy by implementing circular business model innovation“ results in BAM 2022 conference “Reimagining business and management as a force for good” (August 31st – 2nd September at The University of Manchester). We are grateful for good questions, interesting discussions and the opportunity to improve our research.