Using an Online Commercial Database as a Source of Competitive Advantage in Developing Marketing Strategies and Tactics

The purpose of this paper is to illustrate the use of an online database in providing the foundation for developing a successful competitive strategy. In particular, this paper focuses on the development of market segmentation approach that can be used to identify marketing opportunities and guide the development of a marketing program. The empirical work was conducted for a company competing in a high-tech B2B market. Although the empirical work presented here was conducted for only one firm, the methods used have been duplicated in several other companies as well.