The goal of the paper is to investigate the impact of change in business logic of retail company on its revenue stream. The model of retail company is implemented in MAREA multi-agent framework according to generic business model of trading company based on process perspective. It serves as a building foundation for other presented perspectives respectively like, e.g., business logic, economic perspective, resource-based view, etc. The redesign of business logic is demonstrated with the use of two different retail business models representing the retail company before and after the change in business logic. In the redesigned business model, the company decided to support higher product prices with marketing activities, which were not exercised at all in the original business model. The dynamic perspectives obtained through simulation runs of both retail business models allow for investigation of impact of implemented changes on profits of the company. It is shown that the redesigned business model is more profitable than the original business model.