Although the Internet began to transform business in the early '80s, the transformation seems to have increased exponentially in the second half of the '90s. Transformation at individual organizations typically occurred in phases, and as the '90s continued, phases became shorter. Perhaps it was only a forward-thinking department instead of the corporate headquarters that got on the Web. Multiple departments begin to take notice, and individual departments may begin to budget for a Web presence. The corporate bad boys and rebels are now hailed as visionary pioneers, but many of them have arrows in their backs.
Top executives start asking for a measurable return on investment.
Goods and services begin to be sold over the Web. The bad boys and rebels move on to making ad hoc intranets, and some intranets are extended into extranets. Third-generation sites achieve a new level of functionality and effective design, navigation, and information architecture. The Internet is firmly established in the corporate and consumer worlds. Budgets are no longer a problem.