A Survey on Application of IT for Sustainable Competitive Advantage: the Case of Iran's Excellent Manufacturing Companies


Ph.D. Student


Enterprises seek competitive excellence in traditional markets through hard working and relying on their resources and capabilities; in modern and electronic markets through applying information and communication technology (ICT). In such markets they determine their competitive advantages based on informational and relational competencies.
The enterprises can define their electronic (or internet) marketing strategies based on informational and relational competencies, but the success and effectiveness of such strategies depends on the existence of operational competencies in an enough amount. Then based on informational and relational competencies an enterprise can achieve competitive advantages and define internet marketing strategies, but these strategies will not be successful unless having appropriate operational competencies in order to implement them.
In this study the objectives were (1) identifying enterprises’ needed competencies and competitive advantages in internet market and (2) evaluating the amount of the competencies and competitive advantages in Iran’s enterprises which are ranked in IMI100. The data gathered from a sample with 44 companies, which 32 ones were analyzable. The data analyzed through T-student analysis.
The findings show that informational and relational competencies of the surveyed enterprises in electronic markets are relatively high, but their operational competencies are seriously low.


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