Abstract
Many examples prove that the use of the internet can be unprofitable in some cases and the unique use of this technology is not enough to generate a competitive value. On the other hand, researchers and practitioners still know relatively little about how the use of the internet can improve the performance of the firms. This study attempts to reduce the gap by examining the competitive value of internet-based resources and by taking into consideration the synergy produced by the complementarity of two technological capabilities: online capability (OC) and technological opportunism (TO). Implications of the study, limitations and opportunities for future research, are discussed.
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