A business that adapts and innovates is a recipe for profitability. Innovation is key in industries that have the characteristics of an imperfect competition. Apple is a prime example of a firm that has successfully innovated and created many points of differences to differentiate itself from its competitors. Alternatively, Kodak is a great example of a company who did not innovate and technology caused the demise of Kodak as they were not able to adapt. Interestingly, there was a blog post regarding “Amazon constantly auditing its business model.” Amazon always looked for new ways to innovate and improve its business model as they were never satisfied with their existing business model as they knew that their “competitive edge today may be a burden tomorrow.” It is amazing how CEO Bezos steadily transformed Amazon’s business model into selling numerous goods through an intricate logistics system and most of all introducing whole sellers into their business. This change gave Amazon a point of difference against its competitors such as Japan’s e-commerce site Rakuten and other sites like Best Buy. Amazon continues to be the leading firm in e-commerce because they continually adapt and innovate as they are disciplined and challenged to improve their business model.