Analysing Value-Adding Strategies for Gaining and Sustaining Competitive Advantage in Electronic Commerce

The emergence of electronic commerce as a means of transacting business has led many firms to develop business models to take advantage of the opportunities that Internet technology presents. However, few firms have been able to achieve profitability let alone sustain a competitive advantage. The e-commerce business environment is subject to rapid change and is governed by principles very different from traditional markets. Firms need to better understand the ecommerce competitive environment and develop strategies that create value and provide a means to profitability. This article critically assesses the value adding strategies available to firms and offers an assessment for gaining and sustaining competitive advantage through electronic commerce.