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As IT became ubiquitous, it would no longer assist business to gain its competitive advantages. Nevertheless, in business, if you don't make the defensive technology investments keep up with the productivity and efficiency gains of your industry peers, you simply lose. Zara, for example, did not upgrade its POS to be as effective as its competitors; therefore Zara's staff could not look up to the inventory while the other stores could. Consequently, Zara lost customer relationship to its rivals because of the inundated technology.
From my standpoint, IT revolution was going to be different than other technological revolutions...
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