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The key trends in emerging ICT integration choices for cost‐effective, flexible knowledge integration, work‐flow‐embedded evaluation and eCRM‐driven value innovation are examined. Enterprise knowledge integration initiatives can create socio‐technical and cultural tensions as well as possible straitjacketing of business process architectures thus suppressing responsive business re‐engineering and causing loss of competitive advantage for some companies. A framework, C‐assure, is presented for optimising knowledge integration, impact analysis and evaluation to support innovation throughout the various interacting enterprise lifecycles.