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ISSN: 1649-3877

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Enterprise 2.0: The Case of British Telecom

JSME Vol 6: Issue 2, 2010

Author(s): Ben Ramdani (Bristol Business School, University of the West of England, UK) and Tazeeb Rajwani (Cranfield School of Management, UK)

Abstract:
Senior managers face a tremendous challenge in determining the ways in which Enterprise 2.0 technologies would benefit their firms. In this paper, we argue that by successfully leveraging Enterprise 2.0, firms are able to benefit from speeding up and improving their key business processes. In our attempt to demonstrate this, we built on previous work in the business modelsí field, and developed a framework that specifies the six key building blocks of any business model: quality, innovation, brand, finance, relationships and distribution channels. Using data attained from various primary and secondary resources, we show how British Telecom (BT) accelerated all of the six building blocks of its business model by embracing Enterprise 2.0.

Keywords: Enterprise 2.0, Social Technology, Business Models, Knowledge Management

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