Enterprise 2.0
How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually
by Tracy L. Tuten, Editor
July 2010, 522pp, 6 1/8x9 1/4
2 volumes, Praeger

Hardcover: 978-0-313-37239-1
$137, £102, 119€, A186
eBook Available: 978-0-313-37240-7
Please contact your preferred eBook vendor for pricing.

Research predicts that enterprise spending on Web 2.0 technology will reach over $4.5 billion by 2013. Despite this rapid growth and strong interest, little is available to inform organizational leadership about the resources and potential applications of Enterprise 2.0 or about the challenges Enterprise 2.0 poses at the organizational and individual levels.

This information-packed, two-volume set offers readers a single source for insight into the evolution of business functions and opportunities created by technologies related to Web 2.0.

Every day, business leaders read about the shift in essential business practices and consumer-buying behavior brought about by the Internet. This two-volume set introduces readers to these shifts and shows them the way forward.

Enterprise 2.0: How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually considers two levels of impact for organizations embracing Enterprise 2.0—macro and micro. Volume one considers the strategic components of the Enterprise, with emphasis on the specific tools available; applications in the organization such as content management, public relations, and cloud computing; and guidelines for protecting the organization, including legal best practices. Volume two considers the behavioral components of the Enterprise, including human resource implications and consumer behavior related to social media. The managerial implications of Enterprise 2.0 are also explored, with a focus on the use of virtual teams, recruiting with social media, and organizational behavior in a virtual environment, among other topics.


  • Leading experts from both industry and academia cover the latest developments in Enterprise 2.0 social technologies
  • Contributing authors share case studies and real-life examples from organizations applying Web 2.0 tools
Tracy L. Tuten, PhD, is associate professor of marketing at East Carolina University, Greenville, NC. She is the author of Praeger's Advertising 2.0: Social Media Marketing in a Web 2.0 World. She has twice served as a Fulbright Scholar, and her teaching and research efforts have been recognized with national and institutional awards.


"Highly recommended. Graduate, research, and practitioner collections."—Choice, December 1, 2010

"Dr. Tracy Tuten has bound a virtual think tank of innovators and thought leaders, who in this series provide everything from nuts and bolts tactics to big picture ideas. Tuten and her contributing authors truly grok that enterprise 2.0 goes far beyond large company use of social technologies and use that knowledge to create real educational tools for individuals and companies looking to embrace enterprise 2.0."—Jennifer Leggio, Social Business Blogger, ZDNet

"All media is now social media, and those five little words are merely the first domino in a sweeping cascade of changes to every aspect of today's business culture. From the R&D lab to the front lines of the Call Center, from the CIO's office to the Brand Managers, from HR to the CEO and spilling into every corner of the business, the 21st Century's two-way communication channels transform everybody's job. The scope of this metamorphosis is prodigious, and no one person can understand every facet of it, but a great place to start is with Tracy Tuten's remarkable Enterprise 2.0. If you're an industry watcher like me, the series' writers combine old friends, long-admired thinkers and insightful new voices. I have no little consternation at the fact a busy schedule prevented me from joining them."—Brad Berens, PhD, Chief Content Officer for ad:tech, the iMedia Summits & the CMO Executive Summits
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