The paper “ Strategy and the Internet by Michael Porter” is an intriguing variant of the article on management. Michael Porter is credited as the father of modern-day strategic management theory particularly competitive strategy and the theory of competitive advantage. Competitive advantage refers to the instance of a company having some attributes which make it stand out from the competition (Porter, 2001). Competitive strategy refers to the organization having a competitive advantage and leveraging that advantage to enhance its business outcomes. New technologies such as the internet, information technology, and robotics of the contemporary world offer a competitive advantage through either being part of the product or enhancing business processes of production or other aspects such as customer service or sales.
Competitive advantage may be attained by differentiation or lower costs which enable the organization to have a superior market position or resources. Competitive advantage results from an organization implementing a strategy of value creation that is presently not being implemented by the competition in the industry. In order to have a competitive advantage a business has to have business leaders in terms of its strategy (Donelan & Kaplan, 2008).
Competitive strategies may be; cost leadership, differentiation, innovation, and operational effectiveness. In the current marketplace, the internet has gained even more importance in how businesses operate. This has led to competitive advantage and competitive strategies being abandoned with the internet being deemed as the solution for all ills affecting the organization. In order for an organization to be effective, it is important that it acknowledges that the internet is only a tool for enhancing the basic strategic competitive strategies and advantages. In “ Strategy and the Internet” Michael Porter asserts the critical importance of the internet in the redefinition of competitive advantage and strategy.
He also makes an analysis of ways in which the modern corporation may make use of the internet to enhance its outcomes.
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