Strategic evaluation of a company case study

Strategic evaluation of a to consider the reasons why one company has a over another. When to compete, they also need to reflect on ethical implications. Competitive advantage can be created when information technology is used to collect and interpret data.

Read the following article:

Digital Transformation How to Differentiate and Create Competitive Advantage in the Digital Era (link to article below)
https://www.ibm.com/blogs/think/uk-en/digital-transformation-how-to-differentiate-and–competitive-advantage-in-the-digital-era/

Please answer the following questions:

Explain what a companys highest priority should be when creating a competitive advantage?
What is an example of a competitive advantage that is created by using information technology?
In your opinion, what are the ethical considerations when using information technology to create a competitive advantage?