WWW/Internet - Portal do Software Público Brasileiro

IADIS International Conference WWW/Internet 20104. CONCLUSIONFrom our case-study some suggestions arise: WC can support firm’s creativity if firms create aroundthemselves a wide and cohesive WC, that has both peculiarities of networks for exploitation and explorationof knowledge. In this work we illustrated how a successful firm has reached this aim. The accessibility ofWeb base instruments, a process of moderation which is not excessively tight and a wide variety ofstakeholders within the WC are three key elements. At first, they allow the WC to exploit a highlydynamicity and heterogeneity of members (as in network for exploration). Secondly, many initiatives (offlineor on-line) can be developed to support the cohesion of the WC, as in network for exploitation, where aless variety of knowledge exchanged is compensated by a higher level of absorptive capacity amongmembers. We are aware of the limits of this preliminary paper, first of all due to the uniqueness of the caseexamined. We plan to extend the analysis to other firms that exploit WC. Nevertheless, some practicalinsights for management arise. Main assets and capabilities used by a successful firm for creating andmanaging a WC community are highlighted as well as some important difficulties in managing a WC.REFERENCESAmabile, T. M., 1988. A model of creativity and innovation in organizations. Research in Organizational Behavior, Vol.10, pp. 123-167.Amabile, T. M., et al, 1996. Assessing the work environment for creativity. Academy of Management Journal, Vol. 39,pp.1154-1184.Andrews, J., and Smith, D. C., 1996. In search of the marketing imagination: Factors affecting the creativity of marketingprograms for the mature products. Journal of Marketing Research, Vol. 33, pp. 174-187.Barron, F., and Harrington, D. M., 1981. Creativity, intelligence, and personality. Annual Review of Psychology, Vol. 32,pp. 439- 476.Granovetter, M. S., 1982. The strength of weak ties: A network theory revisited. In P. V. Marsden and N. Lin (Eds.),Social structure and network analysis, pp. 105-130. Beverly Hills, CA: Sage.Hasan, H., and Crawford, K., 2003. Codifying or enabling: the challenge of knowledge management systems, Journal ofthe Operational Research Society, Vol. 54, No. 2, pp. 184-193.Ibarra, H., 1992. Homophily and differential returns: Sex differences in network structure and access in an advertisingfirm. Administrative Science Quarterly, Vol. 37, pp. 422-447.Kanter, R. M., 1988. When a thousand flowers bloom: Structural, collective, and social conditions for innovation inorganization. Research in Organizational Behavior, Vol. 10, pp. 169-211.Kimberly, J. R., and Evanisko, M. J., 1981. Organizational innovation: The influence of individual, organizational, andcontextual factors on hospital adoption of technological and administrative innovations. Academy of ManagementJournal, Vol. 24, pp. 689-713.Lincoln, J. R., and Miller, J., 1979. Work and friendship ties in organizations: A comparative analysis of relationalnetworks. Administrative Science Quarterly, Vol. 24, pp. 181-199.Micelli, S., 1999. Comunità virtuali: apprendimento e nuove tecnologie dell’informazione, Economia e PoliticaIndustriale, 104.Nooteboom, B., and Gilsing, V.A., 2004. Density and Strenght of Ties in Innovation Networks: A Competence andGovernance View, Report Series, Erasmus Research Institute of Management.Nooteboom, B., and Gilsing, V.A., 2006. Exploration and exploitation in innovation systems: The case of pharmaceuticalbiotechnology. Research Policy, Vol. 35, No. 1, pp. 1-23.Pedersen, A.F., 2008. The construction of patient identities in the Websites of patient associations, in 24th EgosColloquium, Amsterdam, Oland.Perry-Smith, J.E, and Shalley, C.E., 2003. The social side of creativity: a static and dynamic social network perspective.Academy of Management Review, Vol. 28, No. 1, pp. 89-106.Tierney, P. et al, 1999. An examination of leadership and employee creativity: The relevance of traits and relationships.Personnel Psychology, Vol. 52, pp. 591-620.Wenger, E., 1998. 'Communities of Practice. Learning as a social system', Systems Thinker, http://www.co-il.com/coil/knowledge-garden/cop/lss.shtml.Accessed December 15, 2008.Woodman, R. W. et al, 1993. Toward a theory of organizational creativity. Academy of Management Review, Vol. 18, pp.293-321.297