“…Subsequently, the business model is put into operation, which is enabled by executing processes and involves continuous monitoring and control for financial and operational performance and potential risks for timely adaptations (Globocnik et al, 2020;Wirtz et al, 2016). After the implementation, the operation of the business model must be monitored and controlled to ensure the creation and preservation of competitive advantage (van de Ven et al, 2022). As such, the business model can be modified to achieve continuous improvement through adjustments in the design (Wirtz, 2020).…”