“…We follow process thinking (Langley, 1999) and shift the focus from a static understanding of business models to the dynamics of business modeling in their real‐time embodiment, which is attained through using the diary method. We adhere to the reasoning that business modeling is “a job never quite finished” (McGrath, 2010: 248); therefore, we view BMs as dynamic states that constantly develop through interactions with their environment (Levie & Lichtenstein, 2010; Sternad & Mödritscher, 2022). Hence, we build on understanding BMs as purposefully designed systems (Amit & Zott, 2001; Teece, 2010) that change “as a result of exogenous shocks that shift the objective interdependencies among firms and, therefore, require managers to make new design choices that optimize the BM to the new conditions” (Martins et al, 2015: 101).…”