“…However, in the last two decades, studies on business models have intensified (Zott et al, 2011) and taken different directions (Taran, Nielsen, Montemari, Thonsen, & Paolone, 2016), including working on innovation in business models, being the focus of study of many academics and managers (Chesbrough, 2010;Simmons, Palmer, & Truong, 2013;Teece, 2010). This attention to the innovation of business models is a direct reaction to the increasing competitiveness and the constant changes in the market and consumer demands (Pereira, Imbrizi, Freitas, Alvarenga, 2015). This way, products, services, and processes with increasingly short life cycles contribute to innovations not only in relation to those elements, but also in relation to business models (Gassmann, Frankenberger, Csik, 2013;Pacheco, Klein, & Righi, 2016).…”