“…This adaptability can improve customer value (Sambamurthy, Bharadwaj & Grover, 2003), and it is particularly advantageous in fast-paced technological environments (Banker, Bardhan, Chang & Lin, 2006;Bhatt, Emdad, Roberts & Grover, 2010;Teece et al, 1997). For example, pervasive computing, sensor networking, real-time data streaming and the Internet represent trends with clear potential to create new competitive opportunities (Bradley, Barbier & Handler, 2013;Chen et al, 2012;Jabr et al, 2012;Piccoli & Ives, 2005;Sallam, et al, 2013). Therefore, in high-velocity markets, DC specifically refer to "the firm's ability … to address rapidly changing environments" (Teece et al, 1997:516), often with simple rules or processes (Peteraf et al, 2013).…”