Over the years, the concept of strategy has been repeatedly redefined in an attempt to maintain validity in an ever-changing business world. Dramatic changes experienced over the past three decades, culminating in the explosion of the Internet, have invalidated one by one all traditional approaches. As a practice, the reliance on environmental stability is loosing ground because the competitive landscape is becoming increasingly difficult to define. The belief that ownership of a core competence will lead to a sustainable strategic advantage is no longer widely accepted, as individual ownership is quickly being diluted by informational leakage. Across the board, the root cause of these dismissals is an accelerated free circulation of information. A more interesting observation is the common characteristic that these theories share: they all focus heavily on competition. The underlying reason for their existence