A key question for information systems researchers and practitioners is how IT can build a competitive advantage in turbulent environments (Sambamurthy et al. 2003). The increase in environmental turbulence has made “dynamic IS strategy” all the more challenging; however, this critical topic still remains relatively under-researched (Wade and Hulland 2004). Most important, even if the link between IT and competitive advantage has been extensively examined, there is still a debate about the strategic role of IT (Carr 2003), which may intensify in turbulent environments.