Does employing Web 2.0 technologies make an organization more effective—or are more effective organizations more likely to adopt and benefit from such technologies? The answer, quite likely, is both: Web 2.0 technologies influence organizational practices just as organizational behaviors prepare the enterprise to make good use of such technologies.
Collaborative networks, both internal and external, may be what differentiate the modern day competitor from competitors of the past. Companies where employees routinely share their knowledge and make it available are likely to be better informed, for instance, when it comes to choosing suppliers.
As famed management guru Peter Drucker once put it: “Most of what we call management consists of making it difficult for people to get their work done.” By modeling and enabling collaborative behaviors, today’s executives can change their role for the better."
Perceptive executives have come to understand that creating value means embracing networks of people and coordinating their efforts to deliver business results faster. Fast-moving technological advances have begun to turn one-way interactions into extended two-way processes that breed new forms of cooperation. Just as earlier forces such as desktop computers shifted the basis of productivity generation, so too has the networked model changed how companies identify and work with all kinds of partners. Businesses are learning how to collaborate more efficiently, connecting and cooperating with people and entities well beyond the confines of their particular enterprise, digitally interacting with large communities of customers or suppliers, or venturing out to identify (and rank) new peers or partners. Through more than a dozen in-depth interviews with practitioners, academics, consultants, and others, CFO Research Services* explores how smart companies are creating collaboration strategies using social tools and business networks to move beyond simply reducing operational costs to improving productivity, and ultimately, profits.
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