“…Although present for over half a century, the concept has only gained prominence in the last decades, especially during the dot-com revolution of the 2000s (El Sawy and Pereira, 2013). As Ballon (2009) explains, as digitization progressed the concept gradually shifted from mainly dealing with the 'logic of creating and capturing value' (Keen and Qureshi, 2006;Magretta, 2002) towards 'the development of an unambiguous ontology that can serve as the basis for business process modelling and business case simulations' (Haaker, Faber, and Bouwman, 2006;Osterwalder and Pigneur, 2010). As a result, business models developed towards encompassing a complex set of design choices concerning a specific value network, functional architecture, financial models, and eventual value propositions made to the user (Ballon, 2009).…”