Increasingly, IS (information systems) need to better support objectives on the overall business strategy level. Software reuse is one promising concept discussed in development organizations in this context, since it is one key issue in designing and delivering IS and software applications. Reuse is a higher-level strategy with its scope reaching from beyond project boundaries to global markets. Consequently, market conditions have to be considered in software reuse management strategies. With the emergence of modern, turbulent market environments that co-exist with traditional, more stable business conditions, this paper investigates these two different, ideal type market environments, their business strategies, and related software reuse options. It investigates supporting experience from three large projects, builds theory, and concludes with two hypotheses on strategic management preferences for software reuse.