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In this study, we examine two very different firms operating in the Brazilian real-time financial information services (RTFIS) industry. We conducted two separate qualitative studies 7 years apart analyzing how a technology-based incumbent reacted to the entry of a challenger with better content-generation capabilities. We concluded that even when facing an entrant with new technologies and environmental changes, commitment to its own IS resources represented the best long-term strategy for the incumbent firm, because the incumbent kept focused on what it did best and invested in the redeployment of its flexible IS resources to redefine its industry processes and activities.