The purpose of this paper was to shed light on the process through which the business model of a certain industry evolves due to interaction caused mainly by competition among companies. To this end, I conducted a detailed investigation and analysis based on interviews with representatives of companies in the inkjet-printer business, which has a well-known business model. From the results of the interviews, I was able to break down the evolution of the business model into five stages, and provide details of the structure of the business model at each stage and the process through which it evolves. The five stages were as follows: (1) earnings-from-printer model, (2) earnings-from-cartridge-model, (3) third-party-earnings-from-cartridge model, (4) recovery-of-earnings-from-third-parties model, and (5) the current business model. In addition, based on these results, I performed a theoretical analysis of the logic and mechanisms of this evolution using theories such as two-part pricing. The results of the analysis I performed for this paper showed that in this case competition among companies, which involved learning from rival companies and the market, caused the business model to evolve, and that this logic was in line with economic theory. In other words, the behavior of each company, being based on competition and the learning that this led to, was economically rational. It was therefore shown that competition among companies is an important factor for establishing a theory of the logic and mechanisms of business-model evolution. Furthermore, this case also demonstrated and indicated the significance of economic theories such as two-part pricing, which were used for the theoretical analysis performed in this paper.
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