The information age has ushered in an entirely new and competitive virtual marketplace with which traditional brick-and-mortar organizations can compete in the tough competitive global markets of the 21st century economy of the century. The ability of virtual organizations to easily advertise and market their products through the Internet and social media has created a potentially limitless customer base through the use of a mass media-mediated approach that has historically not been available to traditional brick-and-mortar organizations. Rapidly changing markets have created unstable rivalries for competitive market shares, inspiring organizations to scramble to create rapid organizational changes in order to remain competitive by satisfying stakeholder preferences, as well as predicting market trends and demands in an international marketplace . Both virtual and physical organizations must use complex systems of adaptive change to learn new organizational practices that will allow organizations to adapt and improve making them competitive in the evolutionary marketplace of modern society. Organizations that have sufficient organizational flexibility to successfully implement and embed strategic change into their organizational environments by implementing sustainable continuous improvement programs that have the ability to turn unexpected problems into opportunities to thrive, will ensure long-term organizational success (Williams-Atwood , 2011).Virtual versus Physical Organizations Often, members of physical organizations have the opportunity to build a community atmosphere that unites. Johnston (2006) defines community as the recognition that organizational members are related to each other. Communities work in... middle of paper... rldwide Ltd), 18(5), 11-16.Greenleaf, R.K. (1977). Servant leadership: A journey into the nature of legitimate power and greatness. Mahwah, NJ: Paulist Press. Johnston, D. (2006). Education for a changing society: classroom relationships and moral action. New York, NY: Teachers College Press.Kotter, J.P., & Schlesinger, L.(2008). Choose strategies for change. Harvard Business Review, July-August, 130-139. Schneider, B., Brief, A. P., & Guzzo, R. A. (1966). Creating a climate and culture of a sustainable future. Organizational Dynamics, 24(4), 6-19.Wheatley, M.(2006). Leadership and the new science: Discovering order in a chaotic world. 3rd. San Francisco, California: Berrett-Koehler Publishers, Inc. Williams-Atwood, A. (2011). Increase the ROI of your leadership program with the social learning tool. Human Resources Magazine, 1(6), 10-12.