"Web 2.0 artefacts in SME-networks – A qualitative approach towards an integrative conceptualization considering organizational and technical perspectives" (Nadine Blinn, Nadine Lindermann, Katrin Fäcks, Markus Nüttgens)

1. Web 2.0 artifacts in SME-networks
A qualitative approach towards an integrative
conceptualization considering organizational and technical
perspectives
Nadine Lindermann
Nadine Blinn, Katrin Fäcks, Markus Nüttgens
University of Koblenz-Landau
University of Hamburg
Computer Science Faculty
School of Business, Economics and Social Sciences
Institute for Management
Institute for Information Systems
Universitaetsstrasse 1, D-56070 Koblenz
Von-Melle-Park 9, D-20146 Hamburg

2. KMU 2.0
… the research question: Web 2.0 - an instrument
To foster the exchange of creativity and ideas within a network of SMEs
In order to generate innovative solutions for daily work life problems ?
Organizational/ Technical
Requirements
Web 2.0 SME-Network
IT-Support
IT-Perspective Organizational Perspective
Exchange of
Creativity
and
Innovative
Ideas
Collaborative Innovation Processes
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3. Overview
Web 2.0 – Enterprise 2.0 – SME 2.0
Bringing Web 2.0 into organizational practice
Enterprises and SMEs with 2.0: A State of the Art
Research question
A concept for Web 2.0-based cooperation within SME-networks
Use case & research design
Results of a qualitative study
Recommendations
Outlook
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4. Web 2.0 – Enterprise 2.0 – SME 2.0:
… Bringing Web 2.0 into organizational practice
Web 2.0 Enterprise 2.0 KMU 2.0 (SME 2.0)
“… a business revolution Web 2.0 platforms used Web 2.0 applications
[…] to the internet as “… within companies, targeted at the
platform … “ or between companies necessities of SME-
and their partners and networks
Actively participating &
customers … “
communicating
Creating & sharing
content
von Kortzfleisch et al. 2008
McAfee 2006; Tim O’Reilly 2006 Mc Afee 2006
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5. Web 2.0 – Enterprise 2.0 – SME 2.0:
… Enterprises and SMEs with 2.0: A State of the Art (1/2)
Enterprise 2.0 – Trends:
Enterprise 2.0 is becoming familiar - companies plan to spend more on it
Extensive use of Web 2.0 in companies deriving business value from it
… outside the company (e.g. improving customer service/ interaction)
… inside the company (e.g. Managing knowledge and information flow)
Not all companies are using Web 2.0
Technical Aspects Organizational Aspects
Dissatisfaction with existing tools “Nature” of the company (SMEs)
Security
No clarity about term Web 2.0 and its
(economical) benefits
Berlecon 2008; McKinsey 2008; The Economist Intelligence Unit 2007
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6. Web 2.0 – Enterprise 2.0 – SME 2.0:
… Enterprises and SMEs with 2.0: A State of the Art (2/2)
Enterprise 2.0 within SMEs that are characterized by
The personality of the SME’s owners
“A real small firm has two arms, two legs and a giant ego”
A short-term oriented strategic horizon (survival/ reactive strategy)
Bellmann and Gerster 2006, Levy and Powell 2005, Street and Cammeron 2007
... that impact the implementation and usage of IT within SMEs
using Web 2.0 within SMEs remains exception:
Web 2.0 has no business relevance and is considered with scepticism
De Saulles 2008; Netzwerk elektronischer Geschäftsverkehr 2008
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7. Web 2.0 – Enterprise 2.0 – SME 2.0:
… Research question
… what does that mean for KMU 2.0?
Successfully implementation of Web 2.0 software depends on
Organizational and cultural aspects (80 %)
Technical aspects (20 %)
Raabe 2007
KMU 2.0 – requires an integrative concept for the social software
development process considering
The characteristics and challenges of SME-networks
The technical requirements for the implementation of Web 2.0
qualitative design science approach towards an integrative
conceptualization of Web 2.0 artifacts in SME-networks
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8. Overview
Web 2.0 – Enterprise 2.0 – SME 2.0
Bringing Web 2.0 into organizational practice
Enterprises and SMEs with 2.0: A State of the Art
Research question
A concept for Web 2.0-based cooperation within SME-networks
Use case & research design
Results of a qualitative study
Recommendations
Summary and conclusion
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9. A concept for Web 2.0-based cooperation within SME-networks:
… Use case and research design (1/2)
… the conceptualization of Web 2.0 artifacts in SME-networks
Requires to gather organizational & technical requirements
Requirements collected by means of a qualitative study
within a specific SME-network: WirtschaftsForum Neuwied e.V.
Regional network of SMEs in the north of
Rhineland-Palatinate, Germany
100 SMEs from industry and business sector
Heterogeneous in structure
Focus on non-competitive activities
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10. A concept for Web 2.0-based cooperation within SME-networks:
… Use case and research design (2/2)
Methodical approach
Sample (n=6):
Executives of member companies
Companies represent the six project’s value partners
Data acquisition:
Guided interviews
Subdivision into modules :
1 General information about SMEs and their collaboration within network
2 Usage of internet-based applications
3 Personal & professional experience with Web 2.0
4 Requirements for implementation and acceptance of Web 2.0
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11. A concept for Web 2.0-based cooperation within SME-networks:
… Results of the qualitative study (1/2)
The use of Web 2.0 remains exception – BUT
Web 2.0 is perceived as instrument to optimize cooperation:
No possibilities to represent
No information about
own company
member structure:
Branches
No possibilities to exchange
Business areas
services
Provided Services
Web 2.0 platform: … as “playground” to get confident
“Who-is-Doing-What? with Web 2.0 technology
Incremental software development approach according to the
company’s strategies, needs and Web 2.0 experience
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12. A concept for Web 2.0-based cooperation within SME-networks:
… Results of the qualitative study (2/2)
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13. A concept for Web 2.0-based cooperation within SME-networks:
… Recommendations
9 Steps to transfer requirements into an integrated conceptualization of Web
2.0-base cooperation:
1 Requirements survey by means of structured interviews
2 Classification of requirements in dimensions:
a) Main content b) Design c) Data Security d) Extensions e) Behaviour
3 Prioritization of (technical requirements) for the first prototype (A; B)
4 Implementation of A-requirements in a first prototype
5 Train the users for basic functionalities (economical benefits!)
6 Testing the prototype in two-tier procedure: Lead users entire Forum
7 Requirements survey from testing stage
8 Implementation of B- and after testing requirements
9 Testing the extended prototype and monitoring user behaviour
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14. Overview
Web 2.0 – Enterprise 2.0 – SME 2.0
Bringing Web 2.0 into organizational practice
Enterprises and SMEs with 2.0: A State of the Art
Research question
A concept for Web 2.0-based cooperation within SME-networks
Use case & research design
Results of a qualitative study
Recommendations
Outlook
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15. Outlook
… some questions still remain:
Can Web 2.0 newbies in the SMEs handle the prototype?
How do individuals accept or decline the Web 2.0 artifacts?
Do the users apply the prototypic Web 2.0 platform to solve their daily
work life problems?
… the concept is going to be evaluated in cooperation with the
“WirtschaftsForum Neuwied e.V. …
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