Discusses the idea that continuing business model innovation provides a parallel way to outperform the competition. Improving a company’s business model by redirecting its focus will mean that competitors will be left out of position and unable to respond effectively.
Mitchell, D. and Coles, C. (2003), "The ultimate competitive advantage of continuing business model innovation", Journal of Business Strategy, Vol. 24 No. 5, pp. 15-21. https://doi.org/10.1108/02756660310504924
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