The value of time, that is of being a little ahead of your opponent, often provides greater advantage than superior numbers or greater resources. If your environment is changing, you must change with it. If you don't, you perish. You have two options. You can change internally, or you can change your external relationships.
Internal change is the more difficult of the two.
If you rely solely on your ability to implement internal change, you may not make it. Instead of building internal capabilities you turn to partnerships and alliances. As you need to change and adapt, you change partners. This way you can avoid employee morale problems. The demand to deliver more new products, more quickly, and at lower prices has never been greater.