Businesses need to adapt to changing customer needs to stay competitive. By working with customers to create value together, companies can improve their business models. This study looked at how organizations learn from these collaborations and use that knowledge to innovate their business models over time. The researchers used a mix of existing theories and real-world data to develop a framework for this process. They found that information from value co-creation activities, specific customer offers, and the organization's context are crucial for driving innovation in business models.