This conceptual study, aims at contributing to theoretical development of New Business Models (NBMs), by creating a better initial understanding of relational factors affecting the transition to NBMs in the age of digitalization. Considering that co-value creation with stakeholders is one of the main characteristics in NBMs, the studies on how the relationships with stakeholders are created, maintained and utilized are of great importance. Furthermore, the relationship intensive nature of B2B exchanges made them an interesting area of focus in this study. The study objective was achieved through incorporating the scholarly contributions in three interconnected relational concepts of legitimacy, social capital and trust in NBMs and digitalization studies. An interesting observation was the existence of an interplay between opposing economic and social values when implementing NBMs in light of digitalization. This was evident in all three relational concepts under the focus of this study and in line with a proposition previously made by other scholars. This interplay can be between information transparency and privacy, opportunism and trust or between efficiency and legitimacy. This study has also developed this proposition further by suggesting that apart from their complementary nature, it is possible for the opposing values in these three areas to reinforce each other as well.