$ 0 0 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/14261. Introduction