The nature of firm is changing as result of environment continuous challenges: globalization, technological progress, consumer behavior and hyper-competition. Nowadays competitive advantage is more and more based on a systematic process of knowledge and innovation production. Innovation processes are derived from the interaction of many actors, such as suppliers, producers, consumers, competitors. This paper moves from the assumption that ICT evolution, and particularly Internet, leads to an easier self-organization process to create knowledge and innovation. Therefore the stress is on Interaction, Innovation, Internet relationships: three drivers of new economy for competitive advantage. The first step is the changing of the approach of the firm, from a cooperation-competition approach, to a coevolutionary approach, and finally to an interactive one. Secondly the stress is on the primary role of Internet in new economy, as carrier and stimulus in enterprises relationships. Nevertheless cultural, technical and managerial difficulties today still interfere the take-off of this process. The conclusions present some specific considerations about the application of the proposed framework to the supply chain management
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