Since strategy scholars are generally interested in a firm's activities (as these help explain, for example, how a firm distinguishes itself from its competitors), it is not surprising that many of the business model conceptualizations proposed in this literature stream center on (or at least include) the notion of activities or activity systems. Business model can be a source of competitive advantage, as it emphasizes the importance of activities centered on customer needs, a perspective that is relatively rare within the strategy literature (Zott et al, 2011).