THE IMPLEMENTING OF ENTERPRISE 2.0 AND COLLABORATIVE CULTURE IN THE DIGITAL AGE: A COMPARATIVE STUDY BETWEEN BRAZIL AND GERMANY

Abstract

Enterprise 2.0 was designed aiming to create an environment of dynamic and interactive shared information in a scenario of rapid technological change and increasing global competitiveness. The objective of the research was to understand the main challenges and the real benefits of implementing Enterprise 2.0 and its new collaborative culture. The method used was a single case study in a multinational company still implementing the tool, to examine along with associates in Brazil and in Germany its acceptance. The study assessed the perceptions of end-users in different hierarchical levels of the company and highlighted the cultural differences of the respondents according to their country. Results indicate that cultural characteristics, size of the company, encouragement to use and training of the associates directly influence the adhering of Enterprise 2.0.