“…Scholars in different research areas have recognized the potential of unique and new business models in allowing firms to gain a competitive advantage (Casadesus‐Masanell and Zhu, ) even in mature markets (Sosna et al, ). Hence, considering the business model as a new unit of analysis has influenced numerous publications in areas such as strategic management (Zott and Amit, ; Matzler et al, ), innovation management (Chesbrough and Rosenbloom, ; Bucherer et al, ; Wei et al, ), entrepreneurship (George and Bock, ; Malmström et al, ) and marketing (Storbacka et al, ; Clauß et al, ).…”