Table 2.

Data collection methods

Data types	Sources
	Internal: top and middle management	External: business partners and value chain actors	Total
Semistructured interviews	8 interviews	21 interviews	29
Informal unstructured interviews	3 interviews	18 interviews	21
Focus group sessions	3 sessions	n/a	3
Participant observation	3 meetings	2 industry events	5
Action research	Seven AR events	3 AR events, including one major industry event organized (flywheel workshop)	10
Document analysis	25 internal documents (e.g., market studies, sales statistics, and customer lists)	Over 300 publicly available documents (e.g., industry reports, market analyses, newspaper and magazine articles, and websites of industry actors)	300+