Building the Web 2.0 Enterprise: McKinsey Global Survey Results

McKinsey, a business consultancy, released it’s second annual survey on the business use of Web 2.0 technologies – including wikis, blogs, social networks, and mash-ups.

Some of the most interesting findings include:

Business are now shifting from using them experimentally to adopting them as part of broader business practice – to forge tighter links with customers and suppliers and to engage employee more successfully.

Still, under a lot of dissatisfaction.

Satisfied companies, however, are starting to leverage tools to change management practice and organizational structures, encouraging customers to join them in developing products (cocreation) and to tap into distributed knowledge.

Companies in all regions perceive wikis and blogs as fairly important, and the use of both tools has increased over the past year.

As Web 2.0 gains traction, it could transform the way companies organize and manage themselves, leading to what some have dubbed Enterprise 2.0.

There are few differences in size, region, or even tool use between companies that are satisfied with their Web 2.0 experience and those that are not. This suggests that today’s seemingly insurmountable barriers could overcome through the adaption of managerial methods that satisfied companies use.

Successful companies already use Web 2.0 for business applications such as communication with customers and suppliers; soon they may use it to drive innovation.

By Bernhard Hoetzl

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