“…1990, Brigandi et al 1994, American (Anbil et al 1991, Smith at al. 1992, Vasquez-Marquez 1991 and Delta Air Lines (Subramanian et al 1994), Harris Corporation (Leachman et al 1996), National Car Rental (Geraghty and Johnson 1997), Sadia (Taube-Netto 1996), Sears (Weigel and Cao 1999), and Southern Company (Erwin et al 1991) all used OR to tackle very complex operations problems over a period of time, with each new development adding to the sustainability of the advantage created. ABB Electric (Gensch et al 1990) and Vilpac Truck Company (Nuno et al 1993) used OR to assist or lead major organizational change that would be costly for competitors to replicate quickly.…”