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In this volume, leading scholars from North America, Europe, and Asia come together to explore new dimensions of the business models topic paying particular attention to the modelling dimension - what this means, how modelling should be approached, how business models are manipulated, how they become iconic, and why they are embedded in heuristics. These ideas are a new departure for the literature that allows more solid theorizing about the role of business models in conceptions of strategy and strategizing. It also allows the demand side perspective (customers and their engagement) to...