“…Becoming aware of, or "sensing", the need for change is a prerequisite for the initiation of business model innovation (BMI) activities (Best et al, 2021;Jensen and Sund, 2017;Teece, 2018). This awareness is most acute when top management perceive competitive and environmental threats that could put the organization at risk (Sund & Lindskov, 2022;Lindskov et al, 2023;Saebi et al, 2017;Sund, 2013). Yet, the ability to perceive market realities is not evenly spread across the corporate structure, not least due to di/erentiated access to information and knowledge (Egfjord and Sund, 2020;Sund, 2024).…”