Guiding principles for adopting and promoting enterprise 2.0 collaboration technologies

Enterprise 2.0 collaboration technologies offer enterprises a significant amount of benefits and opportunities, such as improved communication, collaboration, creativity, and innovation. However, enterprises are still facing a number of challenges in promoting and sustaining end-user adoption of these technologies. The purpose of this paper is therefore to present the results of an in-depth study conducted to gain an understanding of the end-user adoption challenges experienced by enterprises when implementing Enterprise 2.0 collaboration technology toolsets within their specific environment. The study adopted a qualitative research approach by conducting an exploratory case study on a large South African information and communications technology (ICT) enterprise operating within the retail sector based in Johannesburg. The research results suggest that an effective Enterprise 2.0 collaboration toolset adoption strategy should incorporate at least ten (10) guiding principles with the primary focus on the strategic alignment and usage of a hybrid approach.