2. When it addresses a “how-to-build” issue, research mainly focuses on decision
making or at most triggers questioning. It barely addresses the process of design
thinking, prototyping, and exploring alternative solutions that is so central to the design
of strategies and business models. Only a few authors (e.g., Sosna, Trevinyo-
Rodriguez, & Velamuri, 2010) consider the trial-and-error learning process in
designing business models.