“…As digitalization transforms the external context of firms, digital innovation and digital business model innovation have become fundamental for their value creation, and competitiveness (Bouwman, Nikou, Molina‐Castillo, & de Reuver, 2018; Ferreira, Fernandes, & Ferreira, 2019; Nambisan, Lyytinen, Majchrzak, & Song, 2017) and the ability to adapt to the changed context have become crucial for firms that want to stay, or become, on top of the game (Jarzabkowski, 2004; Johansen, 2017; Teece, Pisano, & Shuen, 1997). This, however, seems to pose particular challenges in traditional industries, particularly for incumbent firms (Crittenden, Crittenden, & Crittenden, 2019; Warner & Wäger, 2019). While digital technologies stimulate innovation and enable new actors, structures, and practices, they also challenge, change, and replace existing practices, values, and beliefs (Hinings, Gegenhuber, & Greenwood, 2018).…”