Creating Competetive Advantage Using the Internet in Primary Sector Industrie

Abstract

The research reported in this paper involved an investigation of 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 study uses Porter's (1985) value system framework to examine this relationship. 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.