“…The main explanation of the Scurve trajectory are the epidemic models of information diffusion (Geroski, 2000), which consider "legitimation" and "competition" as the primary drivers influencing the diffusion of innovations into To do so, we use the Business Model Canvas framework (Osterwalder, 2004), as that "visual and design-informed tool to enhance strategic thinking about business model innovation" (Spieth, et al, 2014, p. 243), and one of the main representations of the business model, from a strategic design perspective (Spieth, et al, 2014;Massa, et al, 2016). In addition, this framework represents one of the most well-known frameworks used to represent a business model and already used for empirical studies (Urbinati, et al, 2017;Fritscher & Pigneur, 2009;Meertens, et al, 2012;Muhtaroglu, et al, 2013;Zolnowski, et al, 2014;Vargas, et al, 2015;Joyce & Paquin, 2016). The Business Model Canvas is a reference framework with nine building blocks through which organizations can represent their business.…”