Business model innovation can help companies improve processes, reduce costs, and gain a competitive edge. However, it's hard to know if it's worth it because competitors can easily copy the new ideas. A study used a game theory model to figure out when it's best to innovate or imitate in a market with two companies. The results show that the decision depends on market share and initial investment returns. If the investment returns are high and market shares are similar, it's best for both companies to innovate. But if returns are medium and shares are close, one might innovate while the other imitates. If returns are low, neither company may want to innovate. This study helps companies decide whether to innovate or imitate based on their market position and potential returns.