Alignment is a dynamic and emergent concept since strategies continually change. As business strategy changes, IS strategy must change in parallel. However, moving from one pattern of alignment between business and IS strategies turns out to be a rather thorny proposition. Consequently, organizations struggle to bring IS and business strategies into alignment and sometimes go through potentially problematic trajectories, wherein the business strategy changes but one (or more) of the IS strategy components fails to change appropriately. Our finding about the multiple paths toward alignment has support in prior research,^- which indicates that strategic alignment emerges through a process of incremental adoption and learning, wherein changes in technology strategy can either lead or follow changes in business strategy.