Web design firms are driven to innovation by the escalating demands and expectations of their clients. As companies get more familiar with the capabilities of the Internet, they now want more backend, database, and e-commerce work. Web design firms, to be able to survive, now have to offer the total package of creative, marketing, application development, and integration, either inclusively or through partnerships. As a result, there have been many mergers among these companies. One of the notable examples is Luminant, which came into being from the merger of eight companies. Luminant calls