“…The creation of a BM requires that the SE understands the environmental dynamics concerning the social value to be captured by its beneficiaries, pays attention to all stakeholders (Dobson et al, 2018), provides the necessary product or service value to satisfy its customers (Davies et al, 2019), communicates to the market the needs to be met and the targeted social changes (Rispal, 2016), and generates enough revenue to sustain a competitive advantage. Customer brand engagement with the enterprise reinforces the value proposition perspective of a business focused on something more than profit (Hollebeek et al, 2023;Sugai & Mahajan, 2023). In addition, a BM is dynamic and needs constant innovation to respond to changes in the surrounding business environment.…”