“…Although the approach was initially conceived to support entrepreneurs in validating and innovating their business models through market testing and early customer feedback (Ghezzi & Cavallo, 2020), it is often applied in software-driven companies targeting B2C markets (Harms et al, 2015). Additionally, the approach has been successfully applied to other types of technologies (Sońta-Drączkowska & Mrożewski, 2020) and various contexts, including incubators and entrepreneurship programmes (Mansoori, 2017), food products (Lazo-Durand et al, 2021), retail (Solaimani et al, 2022), sports (Ranaweera et al, 2022) and education (Robb et al, 2020), among others. Furthermore, the application of Lean Startup is not limited to startups; it is also implemented in established organisations of different sizes (Bortolini et al, 2021;Furr & Dyer, 2014;Gaffney et al, 2014;Owens & Fernandez, 2014).…”