ABSTRACT
This entry presents a different view point on how information technology (IT) or non-IT companies would be able to leverage the power of technology to gain competitive advantage. We look at different IT disciplines and draw an analogy with the coffee industry; an industry based on commodity that faces similar challenges. It draws upon Michael Porter's Value Chain framework and Nicholas Carr's perspective on IT (2003) to provide some insights into strategic importance of IT. It gives new insights on how IT companies could construct a robust enough value chain to cater the right products to the target market by understanding how the different players in the coffee industry recognized and utilized each stage of their value chain. “Blending” or “proper integration of technology” must be paid special attention as IT implementation often relies on adequate utilization, good talent, and support to reveal its full capabilities.
