An in-house division offers tight integration between the Internet operation and the organization’s traditional operation. The organization creates a separate unit within the company that functions within the structure and guidance of the traditional organization. For example, Disney.com is a division under the guidance and control of the Walt Disney Company, and Lowes.com is totally operated and controlled by Lowe’s. The New York Times embraced the web early on with an in-house division that today provides a growing percentage of the newspaper outfit’s business and advertising revenue. The in-house approach gives the new division several advantages by piggybacking on the established company. These include brand recognition, purchasing leverage with suppliers, shared customer information and marketing opportunities, and distribution efficiencies. A potential problem with an in-house division, however, is that the new operation doesn’t have the flexibility needed to move quickly in the Internet world.