In the article, the business model is considered from the point of view of one of the possible interpretations, namely as a characteristic or description of the firm. This approach allows us to say that the result of the company's activity is the creation of value, as well as to identify sources of a created new value. In addition, such a view allows us to describe the relationship between the use of innovative business models and the creation or obtaining of competitive advantages by companies, as well as to describe the quantitative relationship between the business model and the competitiveness of the company based on economic indicators. Special attention was paid to competition between several business models and the results of their application. Both positive and negative examples of combining the two business models are given. Finally, the views of various foreign researchers on the definition of the business model within the description of the company's activities are given in chronological order.
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