WWW/Internet - Portal do Software Público Brasileiro

IADIS International Conference WWW/Internet 2010A STRUCTURED APPROACH TO THE INTRODUCTIONOF ENTERPRISE 2.0Roberto Paiano and Andrea PandurinoUniversity of Salento, Department of Innovation Engineering, GSA LabVia per Monteroni, Lecce (LE), ItalyABSTRACTMore and more often the organizations need to use a flexible organization model able to adapt quickly the internalstructure to the changing market conditions. In many cases, this uninterrupted need of changing is not compliant with thestrict structure of the enterprise business process that set the employees and their activities in a fixed schema. To face thissituation, in the past years many methodologies are born in order to improve the quality and to reduce the risks of changemanagement into an enterprise. Nowadays, the main innovation in the panorama of the organizational model is theintroduction of the Enterprise 2.0 (E2.0) philosophy. The E2.0 main concept of make the enterprise more flexibleimproving the collaboration between the employees represents a new aspect that before in the traditional approach wasnot considered. The use inside of an enterprise of the E2.0 is not a simple adoption of a new technology but a morecomplex change that involves several areas. Today, there is not a unique and well-know process that could lead theenterprise in the adoption of E2.0. This paper wants to provide (describing the introduction process) the guidelines andthe methodological steps that an organization could be executed for a correct and complete adoption of the E2.0philosophy.KEYWORDSEnterprise 2.0, Collaboration, Knowledge, Business Process1. INTRODUCTION AND RELATED WORKToday the Web paradigm (defined as its interface, its interactional policy, the delivery mode of the contents,etc.) has reached a pervasive level in the ordinary way of life that the new applications or contents are mainlyprojected for this channel. An evolution process that involved the technological aspects and the user’sexpectations is in progress from these last years. On one side, the web applications evolved from a static website (that provided only static information) to richer applications that allow to delivery dynamic contents(such as video, audio) with interaction methods and performance closer to the desktop application (such as inthe case of Rich Internet Application). On the other side, the user requirements are radically evolved: the webis considered not as a simple tool to acquire information but as a virtual place in which all the daily andsocial tasks could be executed. Thus, the social web application such as Facebook - the most famous one -became a good alternative to the real meeting point allowing to cross over the geographic distance (in orderto interact with user far away) and the temporal gap (in order to contact old friends and to resume oldfriendships that in another way could be lost forever). In its entirety, the web is changing from a system thatis highly focused on the data and on the services to manage these data to a system focused on the user: theuser is placed in the centre of a complex infrastructure that on one hand provides enhanced services for theinformation and on the other hand, adapts itself to the specific communication user requirements allowing tointeract in his/her preferred way and using the channel closer to his/her needs. This innovative aspect leads tothe definition of a new generation of web applications that are described with the term “Web 2.0” [Lazar,2007]. In general, the concept of Web 2.0 is not a simple technological change (that was remarkable) but acultural transformation in the way in which the user uses Internet: it is a new philosophy focused on thecollaboration and puts the stress on cooperation and on the features to share the data between severaltechnological platforms based on hardware and software architectures. This new way to understand theenterprise is been defined by Andrew McAfee [McAfee, 2006] using the term Enterprise2.0. With this313