profitability. Firms have also found that com- the practices and models that will enhance binations of the Internet business models can and not detract from a firms value proposi ontribute to greater success. tion is central to using the Internet to create firms that want to benefit from these wealth new value-adding approaches need to ask how the Internet is affecting their current I To order reprints of this article, please call operations and how they might effectively +1(212)633-3813ore-mailreprints@elsevier.com implement Internet capabilities. Identifyingprofitability. Firms have also found that com￾binations of the Internet business models can contribute to greater success. Firms that want to benefit from these new value-adding approaches need to ask how the Internet is affecting their current operations and how they might effectively implement Internet capabilities. Identifying the practices and models that will enhance and not detract from a firm’s value proposi￾tion is central to using the Internet to create wealth. 171