When “Stuck in the Middle” is Not a Danger?

In the new IT-enabled network marketing, the competition goes to global and the needs and expectations of the customers change rapidly. It is easy to reach the information about the price and the quality of the competing products and services via the web by the increased accessibility and availability of market information for both buyers and sellers. It requires to compete in both cost effective and differentiated way to compete globally. In this study, the competitive forces and the competitive strategies to come up with these forces is explained in detailed and also the growing effect of the Internet and global competition on the strategy choice of the companies is discussed. This study supports the idea that being “stuck-in-the middle” is not a danger in IT-enabled network marketing and also it is necessary to be successful in the global competition