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Tomorrow's business belongs to those who understand the wonders of innovation, and today's supply chain management. This paper therefore seeks to talk about how product and service innovation, technological innovation, and structural innovation including price shifting... seek to build clear horizontal relationships between companies and their customers enabling them to rely on them and to grow in power, being more dynamic and efficient. In order to be more competitive, it proposes to companies, managers, entrepreneurs...models of solutions of some companies already known in their fields, such as: Alibaba, Banks, telephone companies and above all Amazon.