“…These relations could be labelled as innovating since they use new technologies provided by the innovation in technologies of information and communication (TICs) and offer knowledge and its transfer, create more dynamic relations and enhance the assets of companies (Amin, 1999;Cooke, 1996;seen in Braun, 2002). Accordingly, the literature emphasizes that innovations benefit not only the ones that adopt them by providing competitive advantages, functional differentiation, administrative intensity as well as internal and external communication (Baldrige & Burnham, 1975;Kimberly & Evanisko, 1981;Hull & Hage, 1982;Damanpour, 1987;Abrahamson & Rosenkopf, 1993;Mahajan & Balasubramanian, 2003), but they are also updated regarding their competitors, an imperative need for any executive. Furthermore, it is mentioned that the trend of being part of the virtual world that, according to Wu, Mahajan, & Balasubramanian (2003), was a guideline promoted by enterprises that want to innovate constantly.…”