E-business is the integration of technology with business processes and leveraging it to gather or enhance information about customers' and fine-tuning activities. It provides companies on edge over others, by allowing them to make strategic adjustments and to take decisions according to the customer needs. This paper talks about the effect of e-business innovations and the need to streamline organizational processes, products and services accordingly. It identifies customer, competition, change and innovation as the most important components of organizations adopting e-business, and enunciates that innovation is significant to the survival and growth of such organizations. It advocates the need to distinguish between production-based thinking versus innovation-based thinking and to have successful customers rather than satisfied customers. The paper suggests that the scale and scope of technology investments require a clear understanding of the e-business fundamentals and that the challenge lies in mapping business needs to e-business solutions.

In today's world of cut-throat competition, it is vital for companies to understand their customers' needs and expectations; and to align their organizational processes, products, and services accordingly. The success of companies depends on the ability to recognize and build long-term relationships with their most precious customers. It means putting people, processes and technology in place to congregate customer insights on a continuous basis, and then analyzing it to extract the knowledge required to deliver tailor-made customer service programs. In other words, organizational value system is mapped through the product and services to meet customer needs and expectations. Customer insight and knowledge is the key to a competitive edge as companies enter the next level of hyper-competition.

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