Companies in dynamic markets are increasingly faced with the question of whether to implement IT applications once and run them for many years, or to adapt processes to respond to constantly changing conditions. This dilemma gets to the heart of the current lack of collaboration between IT and business strategies. But current trends indicate that collaboration is near as process innovations are set to become the strategic driver of IT transformation.

At first glance, many industries seem stable with respect to their particular business models and IT-based implementations. This stability legitimizes a relatively static interpretation of IT’s role in business development. Achieving greater flexibility (and thus market success) is often not considered high priority. But an industry cannot truly remain stable and nondynamic for the long term.

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