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The length of the debate regarding a new business idea and resource allocation between Ritu Jhajharia, Vinay Chaurasia and Sandeep Poonia on an evening in March 2016, was enough to make the piping hot pasta go cold. After much deliberation, The Rolling Circle, a Mumbai-based marketing firm concentrated on the digital marketing business arena was born with plans of potentially viable business strategies, blueprints of employee and other key resources' allocations, strategies for client procurement and vesting of some amount of investment money in initial pitches. Yet, in the last two plus years, the company has procured 40 plus clients and are looking to finish their account books with Rs. 1 crore revenue in their banks by 2018. Despite initial financial crunch, the company continued to get businesses. One day in February 2018, the resignation of co-founder Vinay Chaurasia was a blow to the foundation of the company. While clocking their best business so far and continuously growing since its inception, The Rolling Circle is now faced with one of the biggest dilemmas in the company lifecycle: in their line of business, there is neither a constant flow of clients nor a stability in terms of the employees working in the organisation; the founding team is grappling with the glaring strategic question of whether they should recruit high-profile employees in the organisation first and then continue onboarding premium clients, or they should first sign with premium clients and then look out for high-profile employees to serve those clients? Who will wait: the client or the employees?

In this chapter, the authors undertake a systematic review of the literature to identify research exploring the use of new information and communication technologies (ICT). New ICT include the use of the Internet, mobile communications, and social technologies. The authors find that while interest in the area is increasing, especially among marketing and information systems scholars, there seems to be far less research interest among international business (IB) and strategy scholars. This chapter provides a summary of the research that has been done and discusses some potential future research areas that IB and strategy researchers might wish to pursue. Among these projects are investigating the use of ICT as a tool to aid the internationalization process, improve location choice and entry mode decisions, and identify and create a sustainable competitive advantage. The use of ICT in business is pervasive; As research scholars, we need to build these technologies into our theories and research to help managers determine what works and where certain technologies can help create better performing firms.