According to this view, firms appear to have only three feasible paths to IT- based competitive
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 . 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).