Web 2.0 for Business Sustainability – Thesis Statement and Annotated Bibliography

Thesis Statement

Research suggests that companies should begin embracing Web 2.0 tools because they are able to offer increased communication, greater customer satisfaction, and enhanced business opportunities.

Annotated Bibliography

Bonabeau, E. (2009). Decisions 2.0: The power of collective intelligence. MIT Sloan Management Review, 47-48.

This article, from the highly respected MIT Sloan Management Review publication, explains Web 2.0 tool application’s escalating worth as important firm assets when utilized to achieve enhanced data resource in managerial governing. It describes processes which state that business administration requires responses which are immediate, accurate, and achievable via the composite understandings of company associates and stakeholders. Bonabeau serves as CEO and chief scientific officer for lcosystem Corp., Cambridge, Massachusetts, a consultation service which employs complexity science to increase the efficacy of business tactics. As evidence of claims are supported with graphical representation, as well as caveats presented concerning roadblocks and difficulties, the document is thus considered well rounded. Bonabeau’s conclusions will be ascribed into the research paper to demonstrate arguments that discourse and involvement from work force cadre, actuated by Web 2.0 methodologies, can assist in accomplishing augmented idea generation and aggregation leading to enhanced business opportunities as well as healthier customer expectation fulfillment (Bonabeau, 2009).    

Brown, B. (2008). Fortifying the safe harbors: reevaluating the DMCA in a Web 2.0 world. Berkeley Technology Law Journal, 437-467.

Published in the Berkley Technology Law Journal, a publication of the University Of California School Of Law, this passage by article editor Brandon Brown describes considerations of the Digital Millennium Copyright Act (DMCA) in lieu of changes wrought by the advent of Web 2.0 applications. Brown’s thrust is an analysis of Web 2.0 impact on extant DMCA regulations, with emphasis on function and relevance of current technological procedures, and how these changes impact current pertinence to law employment. Since Web 2.0 application development in current business appliance is based largely on user-generated content (UGC), it has broad implications in the germaneness of legalities implied by the DMCA. Inclusion of the element as a validated reference will provide a more global overview to the paper, providing accommodation of the constitutionality contemplation secondary to assertive parameters often overlooked in Web 2.0 tool inclusion to superior business artifice and planning scenarios (Brown, 2008).

Gibson, S. (2012, March 2). Tech In-Depth. Retrieved from eWeek: http://www.eweek.com

Published in the eZine, eWeek, an online promulgation featuring information technology (IT) news and other chronicles of relevance to the IT management industry, this article is authored by the publication’s executive editor, Stan Gibson, a seasoned technology journalist of 19 years. Gibson scrutinizes the very important bearing of return on investment (ROI) and other considerations of economic viability as the result of employment of Web 2.0 tool inclusion in business. He states that ROI “is a slippery concept” when the need to accurately account for expenditures of time and effort in the use of social networking is critically examined. Corporate spending on software designed to support social networking and other Web 2.0 enhancements as described can increase customer satisfaction and are thus sound investments. ROI is crucially afflictive to the bottom line of business profit, making the article serve as an important acknowledgement in the construct of the research paper (Gibson, 2012).

Jenssen, J. I., & Koenig, H. F. (2002). The effect of social networks on resource access and business start-ups. European Planning Studies, 1039-1046. doi:10.1080/096543102200003130 1

A research briefing from the official publication of the European Planning Studies. Jenssen and Koenig present their findings about the denouement of Web 2.0’s social networking on entrepreneurial undertaking with regards to resource access, giving an audit of the level of substance to the connection and the affinity of related asset characterization. Their study investigates levels of involvement with other social network participants, and describes an altogether unsuspected result of enduring relationships providing a knowledge base while those of a more moderate nature implement financial ingress. These findings show pertinence to the beneficence of Web 2.0 toward increased business communication. Jenssen is a member of the Faculty of Humanities and Education, Agder University College and Research Institute in Norway, and Koenig with the College of Business at Oregon State University. The assay is peer reviewed and appears to be both cogent and valid. The data will be utilized to demonstrate the efficaciousness of social networking as an effective Web 2.0 tool for aggrandized information exchange (Jenssen & Koenig, 2002).

Kalpaklioglu, N. U., & Toros, N. (2011). Viral marketing techiques within online social network. Journal of Yasar University, 4112-4129.

In their study of viral marketing techniques published in the Journal of Yasar University, Kalpaklioglu and Toros explain the system of methods as well as benefits harvested when used in word of mouth, or perhaps more appropriately, word of keyboard advisement of product and service recommendation via customer conversation in social networks. A functional shift in the human communication paradigm has been affected by the use of online social networking, one which is abundantly manageable for consumers and allows them to allocate opinions about commercial products and services more readily; a process termed viral communication, and considered an alternative marketing technique. This study contributes a definitive case in point of how Web 2.0 tools can implement amplified communication capabilities. Dr. Kalpaklioglu serves as Assistant Professor in the Faculty of Communications, Public Relations and Advertising Department at Beykent University. Dr. Toros, PhD., is a Public Relations Specialist. Investigative procedure is well documented and adheres to accepted academic standards, and lends credence to the paper’s stated suppositions about increased communication (Kalpaklioglu & Toros, 2011).

Knights, M. (2007). Web 2.0. IET Communications Engineer, 30-35.

Maya Knights, a well-known freelance technology and business journalist, authored this article for IET Communications Engineer, which is a publication of the Institution of Engineering & Technology. The paper underscores the organizing system of how Web 2.0 tools can be capitalized upon to accommodate heightened enterprise fortuity because of the effective increments dispensed in utilitarian serviceability and practicality. Relevance is supported for the hypothesis of enhanced business opportunities as a result. Knights has written profusely about retail technology, and was a nominee for the 2010 Crapps Journalism Award. The critique is judged as both well-argued and convincingly stated, and additionally has been peer-reviewed. The importance of Web 2.0 tool exploitation for the enrichment of business prospects is a cornerstone of the paper’s premise, and accordingly this content will be included as an important reference (Knights, 2007).

Lai, L. S., & Turban, E. (2008). Groups formation and operations in the Web 2.0 environment and social networks. Group Decision Negotiation, 387-402. doi:10.1007/s10726-008-9113-2

Lai and Turban discuss the nature of Web 2.0, along with a variety of implements and applications such as blogs, wikis, social networks, and Really Simple Syndication (RSS) in the practice of composite understandings apropos to the enterprise related online communities in this editorial.  Their findings provide a definition of Web 2.0, describe the purposes of the technologies involved, particularly those associated with business interests, and examine its social complexion. The study provides a detailed model of Web 2.0 and its allied means significance to business operation sustainability and prospects. Lai is an associate professor in the School of Business, Macau Polytechnic University and has written abundantly about eCommerce. Turban is a Visiting Scholar at the Pacific Institute for Information Systems Management, College of Business, University of Hawaii, and has authored many books about information technology management. This authoritative work affords sturdy grasp of Web 2.0 perceptions. The understandings gleaned will integrate perception about the benevolence of Web 2.0 to trade practices (Lai & Turban, 2008).

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 357-365. doi:10.1016/j.bushor.2009.03.002

In this analysis, shepherded via the Kelly School of Business at Indiana University, Mangold and Faulds appraise how the significance of consumer-to-consumer (C2C) communication, enabled by social media in the mercantile sphere, becomes a hybrid in the advertising promotional amalgam. Since no immediate constraint of these conversations can be exerted by marketing leaders, techniques for their administration are presented. Managers are required to develop proficiency in influencing discussions of this nature within the constraints of organizational operation mandates to better achieve and maintain reputational stasis. Communication with consumers has historically been in one direction, that of the firm to the buyer. Web 2.0 has created a paradigm shift, wherein the customer is now also able to commune with the firm as well as with other patrons. Glynn Mangold, Professor of Marketing at the College of Business & Public Affairs, Murray State University, has written extensively about social media and viral marketing. David Faulds, Associate Professor in the Marketing Department at the College of Business Administration, University of Louisville, has authored at length on the subject of marketing. This expertly presented report will demonstrate the intercommunication aptitudes of Web 2.0 which also increase consumer approval.  (Mangold & Faulds, 2009).

Skiba, D. J. (2006). Web 2.0: Next great thing or just marketing hype? Nursing Education Perspectives, 212-214.

Skiba begins her article by stating, “Even a strategic analysis of Web 2.0 by Arma Partners [an independent advisory firm] views it as ‘part hype, part marketing jargon and part reality’”, then goes on to delineate what Web 2.0 comprises along with descriptions of some of its more popular appliances and their use. While her intent is to provide guidance for practice by educators, her depictions give a firm understanding about the basics of the Web 2.0 concept. Underlying theory is explained as being an array of ideologies and customs acting in concert to produce a unified model. The essay provides substructure for an understanding of the unitary notion beneath review. Diane J. Skiba, PhD, FAAN, FACMI is Professor, Option Coordinator, Health Care Informatics and Project Director, I-Collaboratory: Partnerships for Learning for the College of Nursing at the University of Colorado. She is funded by the Health Resources & Services Administration (HRSA) Division of Nursing Advanced Nurse Education Training grant to prepare nurses in the field of informatics. The manuscript is well ascribed. The data will supply foundational discernment of Web 2.0 which implement enhanced business prospects. (Skiba, 2006).

Wade, J. (2009). The new wild west. Risk Management, 26-31.

Senior editor of Risk Management magazine, the issuing periodical, Wade touts Web 2.0 as an innovative epoch propelled “by a sea change” in online interactivity which must be embraced by companies to avail themselves of the values proffered while maintaining performance which minimizes hazard through effective idea exchange within the marketplace. The paper provides examples of Websites such as Google and YouTube  which can be utilized in a favorable manner for promotional purposes, and applications such as blogs and forums to preserve favorable impressions amongst clientele. Enhanced business opportunities and increased communication leading to greater customer satisfaction are exemplified as expected outcomes. Wade has been on board with the publication since 2002, and is a veteran journalist who has also written for the New York Daily News. The systems are thriving and satisfactorily demarcated throughout the span of the piece. The statistics will be assimilated into the research paper to confirm how communication and marketing properties can be optimized with Web 2.0 tools (Wade, 2009).




About Grannelle

eMarketing Scholar
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One Response to Web 2.0 for Business Sustainability – Thesis Statement and Annotated Bibliography

  1. Pingback: How Toys "R" Us Uses Facebook Viral Marketing For The Holidays | My Eternal Starship Enterprise

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