chapter  2
30 Pages

The Rationale for Cultural Customization

According to Bryan Eisenberg of, the Web has evolved over four phases: the technology phase (a focus on gopher and bulletin boards), the design phase (a focus on designing attractive sites), the marketing phase (a time of unfettered marketing spending with little concern for revenues and profits, leading to the technology bubble), and today, the business phase, with a focus on Web ROI-return on web investment.