“…We also gathered evidence from the industry literature to independently verify the results extracted from these interviews. We categorize the data collected according to the methodology of Gioia, et al (2013) and then integrate it with a behavioral model called capability theory (see Kumiega, et al, 2014;Cooper, et al, 2022). We derive this approach from the academic literatures on innovation and strategic entrepreneurship, which focus on survival through sustainable profits, which arise from "identifying opportunities … and then developing competitive advantages to exploit them (Ireland et al, 2003, p.…”