Executives Remain Wary of Web 2.0
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Saved by 4 people (0 private), first by anonymouse user on 2007-04-16
- Jebworks on 2007-04-20 - Tags 2.0 , innovation , management , marketing , web
- Lawfully on 2007-04-17 - Tags quickd
- Frogpond on 2007-04-17 - Tags web2.0 , enterprise2.0 , toblog , frogpond , adoption
- Tacanderson on 2007-04-16 - Tags corporate , enrterprise2.0 , newmedia , web2.0
Public Sticky notes
These results surprised one of the study's authors, Jacques Bughin, who's a director in McKinsey's Brussels office. Following the study, he interviewed a number of the respondents. "The reason why blogs and wikis, in particular, aren't well used is that companies are still afraid," he posits. "How do you basically regulate how to contribute?" He also thinks the wisdom of crowds isn't always sharp and that companies are worried about getting bad information on a collaborative document, such as a wiki.
Another barrier to embracing blogs and wikis: Bughin points out that in a knowledge economy where companies remain hierarchical in structure, knowledge is power. If workers put their most precious information in a wiki, their status within their organization could be threatened. "The problem is that people with heavy knowledge tend to keep that for themselves, because that's the way they define their job," says Bughin. "Put it in a wiki and everyone has it." If he's right, companies serious about embracing these collaborative technologies will need to find a new incentive system for employees.
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