There are two basic views of the internet strategy. The traditional one says that the internet is just a new technology a powerful tool but nothing else. There is no reason to rethink the rules of entrepreneurship and strategy. As the technology is new the optimal approaches did not already settle down so it is not clear yet what is the proper one. The other view sees the internet as begin of new era. The need of new rules emerges because the old are not sufficient enough to lead the company to success. The reason is turbulent environment with plenty of data to analyze and opportunities to use. This paper is offering some ideas and views of how to handle this situation. The idea is to combine both approaches until the proper theory is created. The solution is to manoeuvre between both approaches and to incline to the one that meets the needs of the specific environment.