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The ultimate competitive advantage of continuing business model innovation

Donald Mitchell (Donald W. Mitchell is chairman and co‐founder of Mitchell and Company (, a business strategy and business model improvement firm in Wellesley, Massachusetts.)
Carol Coles (Carol Bruckner Coles is president of Mitchell and Company and co‐founded the firm in 1977. Their articles on CEO best practices, available on their Web site, were featured annually in Chief Executive Magazine from 1992‐2001. They are co‐authors of The Ultimate Competitive Advantage: Secrets of Continually Developing a More Profitable Business Model (Berrett‐Koehler, 2003), The Irresistible Growth Enterprise (Stylus, 2000), and The 2000 Percent Solution (AMACOM Books, 1999 with Robert Metz).)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 October 2003



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.




Copyright © 2003, MCB UP Limited