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Recent studies on the business value of information technology (BVIT) investments have focused on understanding IT’s impact on firm performance, either in the context of other organizational resources or in the light of contingency factors. This study extends the prior literature by integrating these two perspectives and examining the BVIT while simultaneously considering other organizational resources and one important contingency factor—environmental turbulence. We develop a contingent interaction model, proposing that a firm’s IT interacts differently with a resource focused on fostering innovation (i.e., research and development [R&D]) and a resource focused on enhancing the competitive gains in the market (i.e., advertising), depending on the extent of environmental turbulence in its industry. Specifically, we hypothesize that as the extent of environmental turbulence in a firm’s industry increases, the positive …