The internet and competitive advantage : a study of Australia`s four premier professional sporting leagues

Sport and the Internet have shown early signs of a prosperous marriage. Web sites with sport content are among the most popular and well trafficked, with sport followers and web users sharing remarkably similar demographics. In the United States, the sport–Internet union is projected to generate US$6.27 billion in advertising revenue alone on sports-related web sites by 2005. Despite these compelling observations, limited empirical research has been undertaken exploring how to maximise the opportunities for competitive advantage that the Internet can provide to sport organisations. This research was a response to this void, and was undertaken in three stages. Initially, empirical and conceptual Internet literature was reviewed to establish theoretical “best practice”. Secondly, the Internet goals, strategies and practices of the 55 teams competing in the Australian Football League (AFL), National Basketball League (NBL), National Rugby League (NRL), and National Soccer League (NSL) were examined, using a telephone-administered survey. An 87% (N = 48) response rate was achieved. Finally, seven recommendations for closing this gap were made, including the implementation of Internet project teams and the instigation of league forums.

Section 46 of the Trade Practices Act-has the High Court made a "u-turn" on "taking advantage"?

Examination of High Court decisions on misuse of market power in regard to the element of "taking advantage" reveals inconsistency of application. Whilst being consistent regarding the need for a connection between the market power and the impugned conduct, the High Court has not been consistent regarding the degree of connection required. Two streams have developed, one supporting a high degree of connection, the other a lower degree before a firm is found to have "taken advantage" of its market power. Added to this has been the development of the "rational business explanation" which, it is argued, is either used as a defence to a s 46 action or is premised on the higher threshold of connection. Initially the high Court supported the lower threshold. In later decisions, whilst expressing support for the earlier decisions, in application the High Court favoured the higher threshold and at one point the rational business explanation. This trend appears to have been reversed with the most recent High Court decision which indicates substantive support for the earlier s 46 decisions.

E-Commerce, human resource strategies, and competitive advantage: two Australian banking case studies

Service organizations need to consider in depth the human resource management (HRM) strategies that will enable them to achieve sustained competitive advantage in the e-commerce era. This paper analyzes the HRM strategies developed to accommodate the changing customer service practices associated with B2C e-commerce in the retail banking sector. Based on case study data, it describes how two banks in Australia, one large, the other small, have linked their e-commerce strategies with their overall business strategy, and the extent to which their HRM strategies have helped them to utilize their e-commerce capability to achieve sustained competitive advantage.

The secret to a fashion advantage is brand orientation

The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.

The role of brand orientation in explaining retail offer advantage

We provide a conceptualisation and operationalisation of brand orientation within the context of retailing. We then empirically test this operationalisation in terms of a retail offer advantage across the dimensions of merchandise, trading format, customer service and customer communication. Our results suggest that the degree to which a retailer values brands and its practices are oriented towards building brand capabilities provides a valuable theoretical framework to explain variations in retailers' advantage over their competitors.

Technology and teachers in rural schools: creating future advantage

While there seem to be compelling arguments for the incorporation of computers and their applications into curricula, the reality is far from ideal. Problems are particularly evident for teachers and students in rural areas. This paper reports on a project situated in regional and rural areas of Victoria (Australia) in which a group of 16 primary and secondary teachers participated in an intensive program of professional development designed to assist them in embedding ICT into their classroom. The project provides some insight into the availability and use of current technological resources in the rural schools and examines the impact of an intensive professional development program of instruction on the implementation of ICT into the curriculum.

Families, cultural resources and the digital divide: ICTs and educational (dis)advantage in the e-society

By concentrating on cases of family engagement with information communication technologies at a very local level, this paper tries to illustrate that issues related to 'access' and social disadvantage require extremely sophisticated and textured accounts of the multiple ways in which interrelated critical elements and various social, economic and cultural dimensions of disadvantage come into play in different contexts. Indeed, to draw a simple dichotomy between the technology haves and have-nots in local settings is not particularly generative. It may be the case that, even when people from disadvantaged backgrounds manage to gain access to technology, they remain relatively disadvantaged.

lCT and educational (dis) advantage: families, computers and contemporary social and educational inequalities

Because access to new technologies is unequally distributed, there has been considerable debate about the growing gap between the so-called information-rich and information-poor. Such concerns have led to high-profile information technology policy initiatives in many countries. In Australia, in an attempt to 'redress the balance between the information rich and poor' by providing 'equal access to the World Wide Web' (Virtual Communities, 2002), the Australian Council of Trade Unions, Virtual Communities (a computer/software distributor) and Primus (an Internet provider) in late 1999 formed an alliance to offer relatively inexpensive computer and Internet access to union members in order to make 'technology affordable for all Australians' (Virtual Communities, 2002). In this paper, we examine four families, one of which had long-term Information and Communication Technologies (lCT) access, and three of which took advantage of the Virtual Communities offer to get home computer and Internet access for the first time. We examine their engagement with lCT and suggest that previously disadvantaged family members are not particularly advantaged by their access to lCT.

The mediating role of competitive advantage in the relationship between organisational capabilities and retail performance

This paper investigates the relationships between market, learning and brand orientation with competitive advantage and organisational performance in the context of the UK retail industry. The results indicate that competitive advantage contributes to strategic effectiveness and mediates the relationship between learning and brand orientation and strategic effectiveness. No significant relationship was found in relation to financial performance. Moreover, market orientation was not found to have a significant direct effect on competitive advantage or indirect affect on performance.

A resource-based view of retail competitive advantage

This paper investigates the relationships between brand, market and learning orientation with competitive advantage in the context of the UK retail industry. The results indicate that both brand and learning orientations have a significant positive relationship with competitive advantage. However, market orientation was not found to have a significant influence on retail competitive advantage. These findings suggest that market orientation may result in competitive parity only, while superiority in the retail sector is dependent on the speed of earning and the application of knowledge in the form of a strong brand orientation.