Today’s business environment is characterized with extremely tight competition. Companies are forced to constantly reduce costs and outperform when pursuing efficiency. At the same time, companies are struggling to reach effectiveness to retain customer loyalty. Combining these two aspects is difficult at best and requires reasonable trade-off between variety, functionality, and price of the products and services. In this research we are concentrating to understand how companies are utilizing e-Business and mass customisation strategies when pursuing efficiency and effectiveness using multiple case study in Finnish metal and electronics industries. Results implies that companies are pursuing efficiency first inside their own company and then moving to enhance the fluency of the whole supply chain community. This development creates background for effectiveness seeking and enables companies to implement more customeroriented strategies, like mass customisation.