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In seeking to adopt new technology and to establish a web presence the company, the EIU, discovered that one of its competitive advantages was its own intranet and its own databases - effectively its own knowledge system. What at the outset might appear to be a marketing study, as the EIU sets about establishing a web site and using the Internet for electronic distribution, in fact focuses upon the re-engineering that resulted as the company sought to leverage its use of the new medium to exploit its competitive advantage. In so doing, the EIU has ended up creating a new product, ViewsWire, which some within the organisation speculate is in fact a new genre. Neither a wire service nor a traditional publication, if it works will fall somewhere between a newsletter and an information service; between a publisher and a consultancy. The case focuses on the opportunities that the networking technologies underlying the web provide, and the impact on internal processes of integrating the company's intranet with its distribution platform over the Internet.