Financial Times über Enterprise 2.0

Business starts to take Web 2.0 tools seriously By Jessica Twentyman, January 27 2009

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„They need to be aware, however, that a quiet revolution is taking place. That’s the message from Soumitra Dutta and Matthew Fraser, academics at the Insead business school in France and authors of Throwing Sheep in the Boardroom.“

„They detail how companies, including General Electric, Procter & Gamble,Shell and Airbus, are busy integrating social networking into their corporate strategies. These companies, say the authors, are showing that the use of blogs, wikis, widgets and other Web 2.0 tools „encourages horizontal collaboration and harnesses the power of collective intelligence to boost productivity, foster innovation and create enhanced value“.“

„We set out to explore, in an objective and rigorous way, whether the concept of Enterprise 2.0 could deliver real business benefits,“ they say. They found plenty of evidence that it could, although conceding that the biggest obstacles to its acceptance may be cultural, overcoming the scepticism of business leaders and their fears about the free-flow of information in their companies.

„Mr Fraser says the current economic crisis could force Web 2.0 into the business mainstream: „A downturn raises questions about how organisations are structured and how they tap into the knowledge and expertise of employees, suppliers and customers. Enterprise 2.0 has already been shown to provide valuable answers, where it is used intelligently.““

„If frontline employees use wikis when dealing with customers, average call times can be cut by between 10 and 30 per cent, says Mr Mayfield.“

„As the next generation of employees enters the workplace, he adds, their demands are likely to become more strident, making the provision of social networking tools critical to businesses looking to attract the best and brightest.