Abstract

AbstractThe concept of IC puts the employee, in its potential role as crowdsource, Campaign Owner or initiator into focus. This reflects the emancipatory and participatory principle that goes hand in hand with the concept of Social Business. The basic idea of Social Business is not to link the business success of a company exclusively to its management capabilities or the business plan, but to understand and value the individual stakeholder as part of a successful enterprise network. For Social Business, value is not exclusively understood as business value; rather, the perspective is expanded to include social added value, in the sense that the value of the work for the employee, society or the environment is considered as an indirect corporate goal. Thus, Social Business is defined as a framework or strategy that uses digital social networks (enterprise social networks) with the primary goal of generating social, ecological and economic benefits. This article introduces the Social Business reference model, which supports the adoption and implementation of the outlined strategy and contrasts it to the ICU Model in order to identify the strengths as well as weaknesses of both models.

Highlights

  • The concept of Internal Crowdsourcing (IC) puts the employee, in its potential role as crowdsource, Campaign Owner or initiator into focus

  • Social Business is a framework or strategy that is applied with the primary goal to generate a social, ecological and economic benefit

  • Can the roles and processes defined in the ICU Model for the concrete enterprise social networks (ESN) application area of internal crowdsourcing be transferred to thelevel of Social Business?

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Summary

Zinke-Wehlmann et al

Mashups), new types of applications (i.e. social software, like wikis, blogs, social networking), new patterns of interaction, and new principles of organisation (e.g. participation, wisdom of crowds) as well as new business models (such as long tail, webtop, etc.)” (Fuchs-Kittowski et al 2009, p. 372). To develop a broader scientific foundations and demonstrate the benefits of Social Business, the research project SB:Digital aims at providing support to companies that strive to proactively design internal corporate processes and networks by using social technology. The developed framework, which we refer to as the Social Business reference model (Fig. 1), includes a process model that guides enterprises through the transformation process, a maturity model that allows an analysis of a company’s status quo in regard to Social Business, a Social Business role model as well as a collection of best practices What are the strengths and weaknesses of each perspective and how can they benefit each other?

The ICU Model
Process and Roles of ICU
Crowd Master
Campaign Owner
Crowd-Technology Manager
The Social Business Reference Model
Step 1
Objective Definition
Design and Transformation Process
Step 4
Social Business Roles
Guidelines and Good Practice
The Relationship Between the ICU Model and Social Business
Benefits for the ICU Model
Benefits for Social Business
Roles and Processes
Summary
Findings
Outlook
Full Text
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