Six ways to make Web 2.0 work - The McKinsey Quarterly - Six ways Web 2.0 work - Business Technology - Application Management
FEBRUARY 22, 2009
In earlier IT campaigns, identifying and prioritizing the applications that would generate the greatest business value was relatively easy. Rather than dictating the use, management broadened participation by supporting an awareness campaign to seed further experimentation. A pharmaceutical company tried to generate new product ideas by tapping suggestions from visitors to its corporate Web site.