Impact of electronic commerce on forming competitive advantages

Abstract

The article analyses the impact of electronic commerce on forming competitive advantages in terms of the added value chain. The researches done by the following authors were reviewed and conclusions were made. The matrix of four alternative possibilities suggested by Rockart and Scott Morton was reviewed, as well as three main ways in which electronic commerce may be used to form competitive advantages by distinguishing direct benefit to the customers and to the company. Five overlapping Internet development stages in business distinguished by M.Porter were analysed. The matrix was provided on the importance of the organisation development and electronic commerce for the company activity. The following issues were analysed: Is it possible to use electronic commerce in seeking to make significant changes in the company’s business processes so that the company could have a competitive advantage? Could the company focus on electronic commerce in order to improve its position on the market? Is it better to aim efforts at internal improvements in the same way as the company’s activity is performed at the moment?.