Autonomous decentralized enterprise model ----A new wave in Web 2.0 type e-commerce in Japan

Internet technology has brought many changes in the society. In the Web 2.0 era, the role of common customers in business has changed largely. Consumers have become more influential on sales or new item development by enterprises through Internet (weblogs dasiablogspsila, forums, personal web pages, wikis, podcasts, social bookmarks, RSS feeds and other forms of many-to-many publishing). In some extent, Web 2.0 facilitates the construction of the autonomous decentralized network ldquooutsiderdquo enterprises. This network is constituted by each autonomous customers and supplier. In this paper, we describe a new wave of organization model ldquoinsiderdquo enterprises. Yumenomachi Souzou Iinkai is one successful enterprise on Internet portal business in Japan. The companypsilas main manner of management is to respect the autonomy of the employees. Most of the current staffs have intention to be independent and initiate their own Internet business company in the future. The CEO, Ms. Nakamura, also has been encouraging their ambitions to grow the company as a virtual cluster of new Internet businesses owned by the current employees. The case indicates a new enterprise model based on an autonomous decentralized organization.