It seems that convincing people that Enterprise 2.0 is a really exciting and innovative way to work is easy, the real challenge is in actually getting the mainstream of your business to actual use it.
I was recently reading an article from the MIT Sloan Management Review entitled "Overcoming consumer resistance to innovation". Amongst other things this article details the 5 barriers to innovation, a proposed list of factors that cause consumer resistance to innovation which are as follows:
1. The innovation may not be compatible with existing workflows and practices.
2. The consumers do not understand the value of the innovation.
3. The innovation is deemed to be too risky.
4.The consumers have to culture new habits to adopt the innovation.
5. The innovation has a poor image/branding.
In my next few
posts I am going to examine each of these barriers in turn and discuss how they apply to E2.0 technologies, and suggest ways that they can be addressed to help mainstream Enterprise 2.0.
2 comments:
The name of the journal in which the article was published is MIT Sloan Management Review.
Many thanks for the correction.
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