Trends und Technologien des Web 2.0 – Neue Chancen für die Net Economy

Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

“…In fact it is rather based on a modified attitude towards electronic media on the whole and the internet in particular (Kollmann/ Häsel 2007;Möhlenbruch et al 2007). To discuss the specific potentials of Web 2.0 applications for multi-channel marketing for retailers later on, it first seems necessary to take a closer look at the paradigms and underlying motivational structures of internet users.…”

“…At the same time Web 2.0 is changing the proportions between individuality and collectivity, culminating in a virtual collective intelligence which is learning with every new participator (Richard 2008). Additional benefits in terms of knowledge quality improvement are generated through collaborative inspection, systematization and validation of information on the internet (Kollmann/Häsel 2007). Those benefits increase, according to Metcalfe's Law, with the number of active internet users (network effects) which develop a sense of community over the time (Möhlenbruch et al 2008).…”

“…Those benefits increase, according to Metcalfe's Law, with the number of active internet users (network effects) which develop a sense of community over the time (Möhlenbruch et al 2008). Nevertheless, Web 2.0 applications have to be understood as a part of a continuous development process which is not an expression of defective planning but of inherent adaption flexibility (Kollmann/Häsel 2007). Simplicity and lightweight user interfaces of net-based software applications have relatively low hardware requirements for end-user devices and boost an increasing convergence of the internet, television and mobile telephony (Kollmann/Häsel 2007).…”

“…Neither Web 2.0 nor its applications can be limited to a single technology -in fact it should be understood as new perceptions and uses of the internet, with a strong leaning towards interaction (Thackeray/Neiger 2009). While roles on the internet have been separated in the past between the active content producers and passive content consumers, today the use of interactive instruments -like wikis, blogs, virtual communities and RSS feeds for example -allows not only new business models in e-commerce but enables a close and interactive dialog between companies and their relevant stakeholders (Kollmann/Häsel 2007).…”

Organizational and Technological Options for Business Process Management from the Perspective of Web 2.0

“…In the plethora of scientific work dealing with Web 2.0 now also contributions dedicated to business applications are appearing (Alpar and Blaschke 2008;Kollmann and Häsel 2007;Back et al 2008). Moreover, there are a few works dealing with the potential benefits of Web 2.0 applications in process management.…”