Due to the immense diversity of the Internet, different companies have adopted varying strategies that they believe will best suit their needs. These vary from heavy advertising driven strategies to direct online sales and e-commerce selling their products direct from their websites. The airline industry is well suited to develop business on the Internet due to the versatility of their 'product'. The industry does not rely on 'hands-on' experience of the product, or even require …showed first 75 words of 2579 total…

…showed last 75 words of 2579 total…Annual Reports) EU Business: http://www.eubusiness.com/cgi-bin/item.cgi?id=17503 (News articles) Ecommerce Times: http://www.ecommercetimes.com/ (News articles) Galliers et al (1999): Strategic Information Management, Butterworth-Heinemann Ryanair.com: http://www.ryanair.com Word Count: 2725 APPENDIX I Porter's '5 Forces' applied to the use of Internet technologies within the airline industry (Porter, M., 1980) APPENDIX II Assessing the potential of Business to Customer (B2C) Electronic Commerce Opportunities. Adapted from Porter & Miller (1985).