Firms often think that technology is the quick way to business success, allowing them to bypass other business problems and to leap ahead of competitors. Such strategies are rarely successful. Technology can only be effective if it is fully integrated into the firm's business, stressing its commercialization. What appears to be a technological edge usually rests on an organizational structure which either enables the firm to generate successive innovations, or to handle the implementation of technology more effectively than competitors. This is the only way to generate lasting technology‐related competitive advantag