Author: Bughin, Jacques

Source: Direct, Data and Digital Marketing Practice, Volume 9, Number 3, March 2008 , pp. 251-259(9)

Publisher: Palgrave Macmillan

Abstract:

This paper looks at how collaborative technologies are being adapted inside the enterprise, based on global field research involving more than 2,800 executives, and enriched by an online board discussion contrasting motivations of early versus late adopters of `enterprise 2.0'. It is observed that `enterprise 2.0' diffusion is relatively rapid and that one key rationale of adoption is to leverage new dimensions of collaborations that can form the basis for a new source of competitive advantage. While there is evidence of large pay-offs from the use of `enterprise 2.0', the key challenge lies not in the promise of the technology, but more into superb execution — the paper closes with a set of key themes for successful implementation.Journal of Direct, Data and Digital Marketing Practice (2008) 9, 251-259. doi:10.1057/palgrave.dddmp.4350100

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.dddmp.4350100

Publication date: 2008-03-01

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• This title was previously published as Interactive Marketing.

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