Innovative use of the Internet in established small firms: the impact of knowledge management and organisational learning in accessing new opportunities

In this article, three established small‐ and medium‐sized enterprises provide qualitative case study evidence of the extent to which information communications technology can be embedded within a firm's marketing strategy, from the earliest adoption stages to the integration of the Internet with key business functions. These case studies also provide insights into the innovative ways that can be used to reposition a firm, its marketing strategy, services and products, both within the national and the global marketplace. Established firms, in addition to new businesses and industries, could gain considerable competitive advantage from Internet usage, if they can achieve the right mix of managerial capacity and marketing focus in terms of image, brand and customer needs. Their human resource base could allow such firms to "reinvent" themselves, mainly by effectively accessing and embedding new knowledge. It emerged that organisational culture facilitates and supports the wider access and application of new knowledge through organisational learning mechanisms.