Strategy as a Prerequisite of Enterprise Web 2.0 Implementation

The internet revolution has provided valuable opportunities for businesses. Recently, emerging Web applications, known as Web 2.0, have been introduced by organisations into the workplace. This has resulted in the emergence of the idea of Enterprise Web 2.0. The business use of Enterprise Web 2.0 within organisations could enhance employees´ collaborative work. Despite this valuable benefit, the adoption of Enterprise Web 2.0 by employees is a challenging and lengthy process. Enterprise Web 2.0 is a community-based application where a group of employees interact with each other while using the application: the more employees who adopt Enterprise Web 2.0, the higher the chance that these technologies will succeed. Hence, investigating employees´ adoption of Enterprise Web 2.0 is important. Using a qualitative approach, this paper explores how developing an Enterprise Web 2.0 strategy can encourage and facilitate its smooth adoption.