“…3 This continuous evolution has stimulated the development of pioneering research dedicated to business model dynamics (Mason & Leek, 2008: Willemstein, van der Valk & Meeus, 2007 in attempts to systematize distinct business models. These studies, which have mostly been influenced by inductive criteria, are restricted to specific industries such as biotechnology (Bigliardi, Nosella & Verbano, 2005;Nosella, Petroni & Verbano, 2005;March & Seoane, 2006;Willemstein et al, 2007), informatics (Bonaccorsi, Gianmnangeli & Rossi, 2006) and electronic commerce (Mahadevan, 2000), or businesses with a certain type of profile such as entrepreneurial firms (Zott & Amit, 2007). Other classifications (Camisón, 2001;Heuskel, 1999) take a deductive approach in the categorization of business models.…”