1999, Volume 2, Paper 29
ISSN: 2209-6612

Creating Competitive Advantage using the Internet: Evidence from New Zealand Primary Sector Industries

Nicholas J Ashill
Lisa Casagranda
Peter M Stevens

Abstract

The study investigates the relationship between Internet strategy development and competitive advantage. Four theory-based propositions based on the work of Porter and Millar (1985) and others are examined in relation to four primary sector multinationals. These propositions examine the relationship between an industry’s Internet strategy and the integration of this strategy into the industry’s marketing infrastructure to support the development of competitive advantage. The authors suggest that the value system, and the leverage of information and networking technologies to reconfigure value system relationships is becoming strategically significant to these primary sector multinationals.

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