摘要:The exponential development of information technology has presented many opportunities to organizations;however,it has also presented several challenges.A key challenge is how do organizations effectively use information technology and incorporate it into their strategies to make full use of its capabilities as an enabler.The fast-changing nature of information technology has resulted in little empirical evidence on how it influences organization strategy.The Strategic Alignment Model was a popular model created to assist organizations to align their information technology and their business strategy;however,the growth of technology may have made this model irrelevant in this age.Therefore,organizations need to determine what factors drive this alignment.Using hermeneutic phenomenology,12 in-depth interviews were conducted within IBM South Africa to determine real-life drivers that help create this alignment.The themes derived from the interview texts reveal that consumers are becoming more empowered;therefore,organizations need to be more flexible in their business models and strategies.Furthermore,the integration of cross-functional roles in the organization at the management level allow for improved alignment between information technology and strategy as better integrated roles bring a combination of these two elements.