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Even in best of the times, big companies find it difficult to sustain in the market with the same line of products. There is always a threat from the competitors and the new entrants of the market, engaged in creating new businesses and products. With the coming of digital age & fierce competition, breathing space of company is reduced to minimum. Managers of old industrial companies are sending SOS calls and looking forward for new business models. The need of the time is to listen to the survival calls for the ‘clicks-and-bricks’ business model that blends the traditional off-line assets with digital initiatives. The Internet is encouraging a shift from industrial age “brick and mortar” strategic thinking to a greater emphasis on the use of alliances.