There has been a paradigm shift in the way businesses function. The customer or the client addressed is not in the neighborhood and in some cases is never physically seen by any one in the company.The experience of the nineties has shown that rapid changes in technology leads not only to start of new businesses but also to new business practices. While the advent of radio and the television changed the advertising world of yesteryears, the introduction of the Internet has given a completely new twist to promotion, making it possible for businesses to address individual needs better.

It can be safely said that in the nineties advances in the Information Technology area far outstripped technological progress in any other sphere. Whole new ways of conducting business have emerged and globalization may even be seen as an inevitable by product of this revolution. The combined impact of globalization and the IT revolution has seen companies lose their customer bases to others which do not even have a physical presence in the same geographical location. A presence in the cyberspace is enough.

We are today able to take care of our travel needs from companies we do not see, handle financial transactions using banks that we do not step into, get mail into mailboxes that have only a virtual presence and access information that we could not even dream of accessing a decade ago. There has been a paradigm shift in the way businesses function. The customer or the client addressed is not in the neighborhood and in some cases is never physically seen by any one in the company. With a host of back office jobs moving to locations far away from the company, even the employees are not seen any more.

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