mc afee andrew
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Enterprise 2.0: A Progress Report
Prof. Andrew McAfee [email protected] Business Schoolblog.hbs.edu/faculty/amcafee
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© Andrew McAfee, 2007
Definition
Enterprise 2.0 is the use of emergentsocial software platforms withincompanies, or between companiesand their partners or customers.
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The Enterprise 2.0 Vision
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© Andrew McAfee, 2007
The Avenue A | Razorfish Intranet
BlogPosts
Bookmarks
News
Tags
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NewPages
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Idea Sharing at Intrawest
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Attributes of Enterprise 2.0
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© Andrew McAfee, 2007
Attributes
Platform-basedSocial
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© Andrew McAfee, 2007
Social: Facebook
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© Andrew McAfee, 2007
Attributes
Platform-basedSocialComplementary with existing structures– Organizational– Technical
CollectiveConvergent
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Collective and Convergent:Hollywood Stock Exchange
Wolfers, J. and E. Zitzewitz (2004). "Prediction Markets." Journal of Economic Perspectives 18(2): 107-126.
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© Andrew McAfee, 2007
Attributes
Emergent– Non-credentialist– Dynamic– Navigable– Extensible– Workflow-free
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© Andrew McAfee, 2007
Why now?
• Building blocks of computing are cheap• Shift in approach by Web 2.0 technologists
• Attract crowds• Get out of their way: stop imposing structure• Build mechanisms to let structure emerge
• Search, links, tags, prices, etc.• Will enterprise managers and technologists
make the same shift?
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Challenges
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Predicted Outcomes of E2.0 Efforts
FailIdle
Flourish
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© Andrew McAfee, 2007
Adoption Challenges
Technical Organizational
Personal Benefits vs. Costs
Culture and NormsEase of Use
Amount of Imposed Structure
Incentives to Participate
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Conclusions
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© Andrew McAfee, 2007
Conclusions
Enterprise 2.0 will make companies less similarDifferences will often be difficult to identify from outsideTools are still in flux; much more innovation to comeE2.0 will play out over the next several years