“…Research regarding the business model construct is still evolving (Morris, Shirokova, and Shatalov, ; Zott et al ., ), however the emerging patterns in the strategic management literature align with studies from disruption studies. Functionally, a firm's business model is a meta‐routine for: (1) creating and (2) appropriating economic value (e.g., Osiyevskyy and Zargarzadeh, forthcoming; Zott et al ., ; Zott and Amit, ; Chesbrough, ). From the competitive analysis perspective, the business model underpins the firm's competitive advantage (Markides and Charitou, ), being one of the major facets of competition within an industry (Casadesus‐Masanell and Ricart, ), distinct from market positioning (Christensen, ) or market strategy (Zott and Amit, ).…”