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

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

Mariano Corso, Antonella Martini, Fiorella Crespi
Copyright: © 2012 |Pages: 24
ISBN13: 9781613501689|ISBN10: 1613501684|EISBN13: 9781613501696
DOI: 10.4018/978-1-61350-168-9.ch035
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MLA

Corso, Mariano, et al. "The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing." Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions, edited by Maria Manuela Cruz-Cunha, et al., IGI Global, 2012, pp. 662-685. https://doi.org/10.4018/978-1-61350-168-9.ch035

APA

Corso, M., Martini, A., & Crespi, F. (2012). The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing. In M. Cruz-Cunha, P. Gonçalves, N. Lopes, E. Miranda, & G. Putnik (Eds.), Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions (pp. 662-685). IGI Global. https://doi.org/10.4018/978-1-61350-168-9.ch035

Chicago

Corso, Mariano, Antonella Martini, and Fiorella Crespi. "The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing." In Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions, edited by Maria Manuela Cruz-Cunha, et al., 662-685. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-168-9.ch035

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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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