Most researchers often emphasize technology when explaining the dramatic transformation of markets (Fischer, 1992; Nelson, 1994). Their common emphasis does not denote a consensus regarding how technology contributes to market transformation. In fact, a divide exists regarding this issue. Some herald the causal impact of technology, where the rise of superior technologies spurs transformation. Others stress its contingent impact, where successful strategies for exploiting technology prompt transformation. This divide not only entails divergent opinions about technology, I suggest that it also reflects fundamentally different approaches to markets.