Hacklin, FredrikWallnöfer, Maria2017-12-022017-12-02201210.1108/00251741211203515http://hdl.handle.net/20.500.12127/5799Purpose Traditionally, management scholars have conceptualized the business model as a locus of innovation, planning tool, heuristic logic, or market device. However, so far, little is known about how the model is being applied in practice. To address this gap, this study aims to introduce a strategy‐as‐practice perspective and to explore the implications and limitations of applying the business model as a strategizing device.enDecision MakingEntrepreneurshipManagement Decision2224192332217113