According to this view, firms appear to have only three feasible paths to IT- based competi- tive advantage: either (1) to reinvent IT advantages perpetually through continuous, leading edge IT innovation; or (2) to move first and erect unassailable first-mover advantages; or (3) to embed ITs in organizations in such a way as to produce valuable, sustainable resource complementarity (Powell and Dent-Micaleff, 1997). Although, the three propositions are theoretically valid, in reality the third one is the most realistic because most developments in IT are either done by third parties and/ or are easily imitable (with some notable exception like SABRE).