Efficiency and effectiveness are central terms in assessing business performance, yet the challenge for companies is to balance efficiency with effectiveness in business networks. Companies often fail to achieve differentiation and innovation in their surrounding networks, through dealing with efficiency and neglecting effectiveness. This article describes the term efficiency as a necessary condition or hurdle reflected in the company's operating margins, and ‘effectiveness’ as the company's ability to generate a sustainable growth of earnings in its surrounding network. The study builds on notions of efficiency and effectiveness using empirical research in manufacturer-retailer networks conducted between 2002 and 2005. The study draws conclusions to the importance of linking efficiency and effectiveness and more widely on companies' performance in business networks.