Hogeboom, Ondine; Hoveskog, Maya; Upward, Antony; … - In: Journal of business models : JOBM 13 (2025) 1, pp. 47-88
Purpose: Many startups face the complex anticipation of offering value sustainably over the long term yet must test market engagement to evaluate an economically viable business model in the near term. This study aims to capture the usefulness of a business model innovation method (Flourishing...