The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing

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Author(s): Mariano Corso (Polytechnic of Milano, Italy), Antonella Martini (University of Pisa, Italy)and Fiorella Crespi (Polytechnic of Milano, Italy)
Copyright: 2012
Pages: 24
Source title: Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal), Patricia Gonçalves (School of Technology at the Polytechnic Institute of Cavado and Ave, Portugal), Nuno Lopes (Polytechnic Institute of Cávado and Ave, Portugal), Eva Maria Miranda (Polytechnic Institute of Cávado and Ave, Portugal)and Goran D. Putnik (University of Minho, Portugal)
DOI: 10.4018/978-1-61350-168-9.ch035

Keywords: Business Science Reference / Human Aspects of Business / Media & Communications / Social Networking

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Abstract

Enterprise 2.0, or E2.0, refers to a set of organisational and technological approaches steered to enable new organisational models based on open involvement, emergent collaboration, knowledge sharing, and internal/external social network development and exploitation. It aims to respond to the new features and needs of people and boosts flexibility, adaptability, and innovation. Based on evidence from 52 case studies, a survey and a co-laboratory approach conducted by the Observatory on E2.0, the chapter analyses the social enterprise approach, which is one of the emerging E2.0 models. Specifically, this chapter reports the application areas (such as social network and community and unified communication & collaboration), the barriers for sales and marketing, and finally, the managerial guidelines.

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The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing

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