“Competitive advantage grows fundamentally out of value a firm is able to create for its buyers that exceeds the firm’s cost of creating it. Value is what customers are willing to pay, and superior value stems from offering lower prices than competitors for equivalent benefits or providing unique benefits that more than offset a higher price” Porter (1985, p.3).

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The increasing level of competition among firms, and the extent to which customers are using the Internet to make purchases, the majority of firms have been forced to adapt their e-business strategies. How do you link Generic Strategies with e-business strategies? Choose one established e-business and elaborate the application of Generic Strategies for that particular firm.

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