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Brecht, P., Hendriks, D., Stroebele, A., Hahn, C. H., & Wolff, I. 2021. Discovery and Validation of Business Models:  How B2B Startups can use Business Experiments. Technology Innovation Management Review, 11(3): 17-31. http://doi.org/10.22215/timreview/1426\par \par }