Of course it is possible for a business major to succeed in the web. There are real-world examples of business majors who won't get into the way of hackers (or techies in general) and give them room to think and play and listen to their feedback and suggestions.
There are also enough who just outsource all technical stuff and only care about their very own 'core competencies'.
But in "feelings" of probability:
Mindset, theoretical background knowledge, and experience are essential to understand what is (not only technically) possible and to see what parts need more effort than others and why. To know hacker culture one should live it, otherwise one won't feel the way hackers do.
That doesn't mean that you need to code every day. Thinking about problems and trying your solutions is more important. Couple this with (formal) business knowledge and I am pretty sure an entirely new world unfolds with options unknown before that will outcompete the pure business major in most cases.
There are also enough who just outsource all technical stuff and only care about their very own 'core competencies'.
But in "feelings" of probability:
Mindset, theoretical background knowledge, and experience are essential to understand what is (not only technically) possible and to see what parts need more effort than others and why. To know hacker culture one should live it, otherwise one won't feel the way hackers do. That doesn't mean that you need to code every day. Thinking about problems and trying your solutions is more important. Couple this with (formal) business knowledge and I am pretty sure an entirely new world unfolds with options unknown before that will outcompete the pure business major in most cases.