Date of Award


Publication Type

Master Thesis

Degree Name



Business Administration

First Advisor

Prince, Michael,


Business Administration, General.




This thesis is an investigation into the potential impact of the Internet on sustainable competitive advantage in Canada's financial sector. The Canadian banking industry and payments system are often perceived as conservative, safe entities. By contrast, the Internet has been characterized as a dynamic and insecure environment for commerce. Exploratory research results are reported to suggest if and how these worlds will come together in the near future to provide financial service firms with new opportunities for differentiation, cost reduction and enhanced customer service. The thesis concludes by suggesting that early movers have achieved differentiation from their competitors by means of deploying unique services to their customers over the Internet. This advantage will be short-lived if the early movers do not continue to innovate. Overall, the Internet is viewed as a beneficial technology for the financial services industry. However, its open nature means that once all Canadian banks reach the same degree of Internet service delivery, the technology will not longer be a source of differentiation. Instead, it will become a new marketing and distribution channel. The real source of enduring competitive advantage will be driven by the banking services themselves. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1996 .D62. Source: Masters Abstracts International, Volume: 37-01, page: 0087. Adviser: Michael Prince. Thesis (M.B.A.)--University of Windsor (Canada), 1996.