“…Furthermore, conceptual maps that represent the entire causal or transactional relationships can guide and structure thinking in the integration phase. In the sample, we identify several representations that rely on conceptual modelling and represent the business model in a way that is specific to the purpose of analysis (Gordijn and Akkermans, 2001;Grasl, 2009;Groesser and Jovy, 2016;Kley et al, 2011;Kundisch and John, 2011;Weiner et al, 2010) or in a way that aims to achieve integration in the design process (Abdelkafi and Täuscher, 2014;Casadesus-Masanell and Ricart, 2011;Schallmo and Brecht, 2010). In particular, when such representations are used for integrative purposes, researchers tend to combine a causal view with an elements view.…”