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  • 12.How web 2.0 pays off.pdf.jpg
  • Article


  • Authors: Bughin, Jacques; Chui, Michael; Quarterly, McKinsey (2011)

  • The article discusses the corporate uses of Web 2.0 technologies. Research indicates networked companies fall into one of three categories including those that are networked internally, those that uses Web 2.0 technology to communicate externally with customers and suppliers, and those exploiting Web 2.0 both internally and externally. Information flows faster to employees of internally – networked firms, while higher customer satisfaction and greater marketing efficacy are hallmarks of externally – networked companies.