My question here is if "competed on the business model" means they applied better the business model then others?
Companies competing at this level have business models with a story, in which every single piece of the business model reinforces the others and contributes to the story. A great example is the Nintendo Wii. Beyond the introduction of an innovative product in a game console market, they built a business model with lower costs, more customers and superior profit margins, they out competed their competitors on the business model.
I read that as saying that they had a better business model, one that was more helpful to selling their product.
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I read that as saying that they had a better business model, one that was more helpful to selling their product.