“…Organizational processes, which cannot be mapped by tool kits or static business design approaches, must also be reformed (Amit & Zott, 2020; Evans et al, 2017; Massa et al, 2018; Parrish, 2010; Roome & Louche, 2016; Thomke, 2020). CBM innovation can be difficult to accurately predetermine and be controlled by management, as firms as social systems are simultaneously stable and dynamic in their emergence, subject to a plethora of opportunities, and are shaped by creative moments (Foss & Saebi, 2015; Rüegg‐Stürm & Grand, 2016). Therefore, “companies must adopt an effectual attitude toward business model experimentation” (Chesbrough, 2010, p. 362) to deal with volatility, uncertainty, complexity, ambiguity (VUCA; Bennis & Nanus, 1985) and contingency of organizational evolution.…”