Sustaining Competitive Advantage through a Value Net: The Case of Enterprise Rent-A-Car

Authors

G. Premkumar, Iowa State UniversityFollow
Vernon J. Richardson, University of KansasFollow
Robert W. Zmud, University of OklahomaFollow

Abstract

Enterprise Rent-A-Car developed a value net that links the IT-enabled business processes of auto-insurance companies, auto body shops, and Enterprise Rent-A-Car. This platform provides recurring value to each member, allowing Enterprise to cement and extend these relationships. We believe that a firm can gain a sustainable competitive advantage by developing and owning the underlying technology platform that its value net members use to interconnect their business processes. This paper presents a conceptual framework of the drivers that influence the sustainability of this competitive advantage, based on the business value the participants derive and the barriers that deter competitors from developing a similar technology platform. Enterprise Rent-A-Car's value net is evaluated using this framework, with suggestions for sustaining its competitive advantage in the future.

Recommended Citation

Premkumar, G.; Richardson, Vernon J.; and Zmud, Robert W. (2008) "Sustaining Competitive Advantage through a Value Net: The Case of Enterprise Rent-A-Car," MIS Quarterly Executive: Vol. 3: Iss. 4, Article 5.
Available at: https://aisel.aisnet.org/misqe/vol3/iss4/5