Chapter 2

Management 2.0 1

2.1. Introduction

We are living in a 2.0 world characterized by an increase in our capability to participate, to contribute to public interest, to share and increase knowledge, to help other human beings to overcome difficulties, and to provoke political, social and cultural changes. In sum, we can assert that we enjoy the freedom to integrate different projects and play distinct roles, depending on nothing but our willingness to participate.

Without ever denying all the freedom that the 21st Century offers us, this chapter will analyze the extent to which present-day organizations see this new social reality. We state in advance that such a reflexion is of great importance not only as a philosophical question, but also, and particularly, for understanding that it is possible to make efficient, effective, and intensive use of new organizational practices which spring from social evolution associated with new technological potentialities. In particular, we will address the competitive intelligence issue, a question that implies that organizations should be in tune with their time by developing models that allow us to take advantage of potentialities of mass production, collective intelligence, and collective knowledge.

Researchers like Thomas Friedman [FRI 05] asserted that “the world is flat”. Henry Mintzbergand Gary Hamel had already addressed, some years ago, the need for companies to innovate in the way they organize themselves and in the way they ...

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