Rosenbluth International Alliance: information technology and the global virual corporation

A rapid change in the competitive environment may create an opportunity to use information technology to gain lasting competitive advantage. Often, however, a company will not possess all the resources needed to exploit these opportunities independently, or to do so with sufficient speed to achieve advantage. Under such conditions, companies may choose to cooperate with others to gain access to necessary resources. Cooperation is particularly challenging when it is international, spanning cultures and borders. Rosenbluth Travel has become a major international player through cooperative alliances, using information technology to coordinate service across borders and time zones. In the process, it has become an early example of the successful global virtual corporation