The purpose of this qualitative multiple-case study was to explore strategies that companies in the Netherlands and Belgium used to adopt additive manufacturing into their business models. This research provided the positioning of additive manufacturing technology, including the manufacturing perspective on business models, frameworks of adoption, and strategies for implementation. A multiple-case study was conducted at manufacturing firms in two countries from various industries that adopted 3D printing. Data were collected using desk research, questionnaires, semi-structured interviews, member checking, and company documents, which provided insights into how adopting additive manufacturing technology was adopted and impacted their business models. Christensen’s Theory of Disruptive Innovation was applied as a conceptual framework. The findings of this study help companies to integrate additive manufacturing technology into their business models. Additionally, this study may assist in harnessing the full potential of 3D printing by thinking beyond prototyping and understanding how this technology can benefit their business and what it means for production.