Participatory Organizations Research Articles

Offline connections, online votes: The role of offline ties in an online public election

Building democratic communities and fostering inclusive participation is challenging, especially in participatory organisations where governance and sustained contributions are critical. This study explores the dynamics of election participation within the peer-production project Wikipedia, a prime example of an online collaboration model of democratic organisation where democratically elected administrators wield special rights. While previous research on online governance has predominantly focused on online interactions, this study shifts the spotlight to the influence of offline interactions occurring at various gatherings and meetings. Using fixed effects models and large-scale observational data spanning 20 years of offline and online actions, this study finds significant effects of offline meeting participation on users’ voting behaviour. It makes use of novel data sources to emphasise the significance of offline relationships in shaping online (democratic) processes and shows that traditional findings of political science and election research regarding social capital and social networks hold within an online context.

산업재해 예방과 노동조합의 리더십 역할

This study investigates the role of labor union leadership and participatory leadership in the process of workers' expressions being acknowledged and subsequently implemented by management in the context of the increasingly emphasized industrial accident prevention. Specifically focusing on issues related to industrial safety closely associated with the quality of workers' lives, we explore how labor unions exercise leadership in fostering employee participation and innovation within a collaborative labor-management environment. Through case analyses, this study reveals that when labor unions actively collaborate with or exhibit proactive leadership towards management, they play a crucial role as channels that actively listen to workers' expressions, convert them into collective voices, and convey them to the management. Furthermore, in such cases, labor unions also function as coordinating bodies, actively seeking additional opinions and performing supplementary adjustments to decisions established in collective agreements. These improvements subsequently lead to a virtuous cycle, creating an environment conducive to the realization of genuine participatory organizations through sustained and more proactive expressions and improvement activities. The findings of this study suggest that for individual and collective expressions of workers to influence managerial decision-making, a foundation of trust built through prolonged labor-management collaboration activities and systems is essential. Additionally, continuous educational efforts to develop workers' participation capabilities are necessary. Importantly, the leadership of labor unions, representing workers, and the leadership of management, accepting and incorporating workers' opinions into actual managerial activities, both play crucial roles in enhancing worker participation. Thus, for effective communication of on-site workers' proposals and demands to the management, a paradigm shift in the perceptions of both management and labor unions, coupled with the development of leadership competencies aligned with the times, is deemed necessary.

Blockchain-Based Decentralized Model Aggregation for Cross-Silo Federated Learning in Industry 4.0

Traditional federated learning (FL) adopts a client-server architecture where FL clients (e.g., IoT edge devices) train a common global model with the help of a centralized orchestrator (cloud server). However, current approaches are moving away from centralized orchestration toward a decentralized one in order to fully adapt FL for a cross-silo configuration with multiple organizations acting as clients. State-of-the-art decentralized FL mechanisms make at least one of the following assumptions: 1) clients are trusted organizations and cannot inject low-quality model updates for aggregation and 2) client local models can be shared with other clients or a third party for verification of low-quality updates. This article proposes a Blockchain-based decentralized framework for scenarios where participatory organizations are believed to be fully capable of injecting low-quality model updates as they are not willing to expose their local models to any other entity for verification purpose. The proposed decentralized FL framework adopts a novel hierarchical network of aggregators with the ability to punish/reward organizations in proportion to their local model quality updates. The framework is flexible and unlike state-of-the-art solutions, prevents a single entity from possessing the aggregated model in any FL round of training. The proposed framework is tested with respect to off-chain and on-chain performance in two Industry 4.0 use cases: 1) predictive maintenance and 2) product visual inspection. A comparative evaluation against the state-of-the-art reveals the proposed framework’s utility in terms of minimizing model convergence time and latency while maximizing accuracy and throughput.

After COVID, a New “New Economy”

With COVID, employees are questioning their exploitative workplace conditions, providing opportunities to rethink conventional arrangements. How might we reorganize economies so that they actually support the vast majority of people? How might we create stronger institutions to protect us against the array of existential threats we now face—which would include not just another pandemic, but also ongoing political instability, growing economic inequality, and the impending climate catastrophe? Besides introducing policies that guarantee a certain standard of living, people could explore cooperatives and other participatory organizations where members exercise a greater say in how to run their groups.

The generational status quo explained: longitudinal case studies of small Dutch NGOs

According to ‘generational’ thinking, traditional, non-participatory service-delivery oriented organisations are expected to gradually evolve into participatory organisations aiming for structural change. Strikingly, it appears that this conventional wisdom has never been tested rigorously. This research seeks to help address this gap, employing a unique longitudinal study design, tracing the evolution of Dutch small-scale development initiatives in Kenya. We found that the overwhelming majority changed neither strategy nor manner of intervention. Our analysis highlights various, often mutually reinforcing factors that form an impediment to change. Only a few of these organisations were able to overcome the constraints, with additional financial resources being a key determinant. Although this research has various limitations stemming from the specific character of the sample, it does at least suggest consideration of the need for a nuancing in generational thinking and a more open understanding of NGOs’ potential change trajectories. This article was published open access under a CC BY licence: https://creativecommons.org/licences/by/4.0.

Participatory Evaluation and Needs Assessment Tools for Cooperative Extension in a Virtual Environment

The Cooperative Extension organization could be categorized as a participatory organization because of our focus on local needs in driving our work. The pandemic moved a lot of our work to online platforms. This article reflects on use of online tools for program evaluation and needs assessment. Online focus groups were successful in gathering high quality data from a diverse and geographically dispersed population for program evaluation and as part of a needs assessment process. Coupling the focus groups with a modified World Café approach allowed us to go beyond identification of needs to prioritization and development of potential solutions.

Creating collective solidarity: Insights from the development and process evaluation of civic action for refugee empowerment in Cincinnati.

Our goal was to describe the development, progress, and functioning of Civic Action for Refugee Empowerment in Cincinnati (CARE: Cincinnati) as a model for community-based participatory research (CBPR) with refugees. We conducted a participatory evaluation to assess our collective ability to employ shared power and equitable decision-making, and to facilitate structures that build member ownership and solidarity. We identify principles and processes that can be used by researchers, practitioners, and activists interested in working toward the creation of more equitable community spaces for refugees. Twelve refugee research team members representing seven different countries and ranging in age from 16 to 75 engaged in the participatory evaluation and are coauthors of this manuscript. All participants were interviewed by an external researcher, who transcribed and anonymized responses. Academic researchers first developed preliminary themes and then the entire research team verified, prioritized, and expanded themes. The experiences of refugee team members illustrate an iterative process of reflection and action that are both personally satisfying and encourage work for deeper change. The themes further illustrate that the CBPR process aided in developing a sense of solidarity among diverse team members and that the dynamic and participatory organization of the group fostered equitable and creative decision-making. Our participatory evaluation suggests that future research partnering with refugees that brings together diverse teams to share power will not only improve research quality and dissemination, but will also serve as a tangible benefit for refugee team members. The shared reflection, analysis, and action process inherent in the research process are individually motivating to refugee team members and foster possibility for transformative change. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

PARTICIPAÇÃO ORGANIZACIONAL E COMUNITÁRIA EM DIREÇÃO AO DESENVOLVIMENTO SUSTENTÁVEL LOCAL

This literature review aims to identify how digital inclusion can influence the socio-economic development of a territory, as well as to emphasize the importance of participatory organization in issues that encompass the implementation of inclusive policies in support of local progress. It seeks to highlight the need for accessibility to information and communication technologies by the marginalized population demanded by globalization. In the proposed investigations, bibliographic research was used, consulting references that dialogued with the central axis of the study. Through such reflections, it was found that public policies for digital inclusion in Brazil are actions that have been in place since the mid-1990s and have been implemented over time. With this, it is understood that such an initiative depends on the joint actions of the public power and the spheres of civil society, making efforts to consolidate this social policy. This prerogative refers to the issues of participatory governance, raised in the theme raised. Through this study, it was also possible to verify that digital inclusion promotes community insertion in the means and processes present in information and communication technologies, as a right to equitable and universal enjoyment of global information networks. In this way, it is emphasized that digital inclusion must be understood as a propelling element of economic development, solution of social problems and as a tool for the multidimensional development of the subject, relating to the guarantee of citizenship rights. The study sought to fit in with the foundations of sustainable development, which advocates the structuring of a fairer society; the fight against inequalities in peripheral and underdeveloped places, according to the 2030 Agenda.

Collaborative Governance in a Developing Non-Democracy: Uganda's Organizational Success Fighting HIV/AIDS

Organization and management scholars seek theory-grounded and theory-building research regarding establishing and structuring organization forms to tackle large, intractable problems, especially grand challenges of poverty, disease, and hunger. Developing countries tend to have intractable social problems of rampant poverty and poor health and struggle with epidemics. The case of HIV/AIDS in Uganda contributes new understanding regarding public organization and state capacity in developing countries, especially regarding grand challenges of intractable social problems. Field research study of HIV/AIDS action in Uganda contributes unexpected insights regarding collaborative governance in an institution context under-explored in public administration and organization studies, the developing non-democracy. Ugandan public executives innovated a participatory organization model of cross-sector collaborative governance to fight their intractable social problem of HIV/AIDS during their start-up era. The participatory organization model innovated by the Ugandan public chief executive, called a best practice by WHO/UNAIDS and influential with PEPFAR designers, yields a construct of network coordination and network control for study of the organization of cross-sector collaborative governance. Integration of public administration and organization studies with development and international relations studies informs study of tensions between efficiency and inclusiveness and between social power and social legitimacy with respect to collaborative governance outcomes of network effectiveness and participatory accountability in the institution context of a developing non-democracy. Is non-democracy meaningful or meaningless to collaborative governance?

Satisfaction and Quality of Life of Families Participating in Two Different Early Intervention Models in the Same Context: A Mixed Methods Study.

Early intervention is developed following different types of service organization, which in turn require different professional and family roles. The aim of this study was to compare the perceived satisfaction and family quality of life amongst families receiving early intervention developed at centers in comparison to those receiving the routines-based early intervention in families’ homes, that is a family centered intervention in ecological environments. Under a transformative paradigm, a mixed methods design was used, using the Consumer Report Effectiveness Scale (CRES-4) and the Beach Center Family Quality of Life Scale (FQOLS) and two focus groups as data collection instruments. The sample comprised 166 parents in the quantitative phase and 16 parents in the qualitative phase. Results showed that families receiving routines-based early intervention had greater satisfaction with the service although both groups showed similar scores for family quality of life in most of the analyzed domains. Three dimensions were identified throughout the qualitative phase: problem solving, professional team and service organization. Both the models analyzed have an impact on family quality of life and parents are in general satisfied. Strengths and weaknesses were found related to the problem-solving process, the role of the professional team, family empowerment and the service’s organization. The areas requiring further development are the effective training of professionals focused on family practices, the exchange of information with the family and a more participatory organization that takes parent’s perspectives into consideration. The value given to a combined model is another aspect highlighted in this study, as well as the need for a more agile assessment period to avoid unnecessary delays.

Method of Partnership with the Private Sector in Iraq

The topic of public-private partnerships has been received with great interest by governments, societies and research centers around the world. After it became clear that the process of economic and social development is based on mobilizing and gathering all the potentials of society, including the energies, resources and experiences of both the public and private sectors, to participate in the institutional organizations that deal with the establishment and operation of projects of various kinds after the institutional arrangements faced separate and independent sectoral challenges and difficulties. In achieving the goals of development levels is an ambitious goal. Therefore, developed countries seek to develop institutions, legislation and institutional systems to adopt participatory organizations in which all sectors of society contribute to directing, managing and operating projects and businesses, developing and developing them in order to serve their purposes on the basis of cooperative participation, good governance, transparent accountability and mutual benefit.
 The success of the partnership is not limited to ensuring legislation and regulations only, but links must be established between it and the concept of governance. Both have multiple aspects related to administrative, legal, economic and social dimensions that meet at common points based on the principles of transparency, disclosure and accountability, and equal rights of stakeholders and responsibilities in order to raise the efficiency of resource use, enhance competitiveness, attract funding sources, and expand projects to create new job opportunities and support economic stability.
 The topic of public-private partnerships has been received with great interest by governments, societies and research centers around the world. After it became clear that the process of economic and social development is based on mobilizing and gathering all the potentials of society, including the energies, resources and experiences of both the public and private sectors, to participate in the institutional organizations that deal with the establishment and operation of projects of various kinds after the institutional arrangements faced separate and independent sectoral challenges and difficulties. In achieving the goals of development levels is an ambitious goal. Therefore, developed countries seek to develop institutions, legislation and institutional systems to adopt participatory organizations in which all sectors of society contribute to directing, managing and operating projects and businesses, developing and developing them in order to serve their purposes on the basis of cooperative participation, good governance, transparent accountability and mutual benefit.
 The success of the partnership is not limited to ensuring legislation and regulations only, but links must be established between it and the concept of governance. Both have multiple aspects related to administrative, legal, economic and social dimensions that meet at common points based on the principles of transparency, disclosure and accountability, and equal rights of stakeholders and responsibilities in order to raise the efficiency of resource use, enhance competitiveness, attract funding sources, and expand projects to create new job opportunities and support economic stability.
 Many researchers believe that the issue of partnership is still in its early stages of developing unified principles, rules and regulations that govern and regulate the various forms of partnerships between the public and private sectors to include all economic and social sectors as major topics. The concept, principles and standards are still being sought to develop, elaborate and categorize them in order to be placed in specific rules and frameworks.

Method of Partnership with the Private Sector in Iraq

The topic of public-private partnerships has been received with great interest by governments, societies and research centers around the world. After it became clear that the process of economic and social development is based on mobilizing and gathering all the potentials of society, including the energies, resources and experiences of both the public and private sectors, to participate in the institutional organizations that deal with the establishment and operation of projects of various kinds after the institutional arrangements faced separate and independent sectoral challenges and difficulties. In achieving the goals of development levels is an ambitious goal. Therefore, developed countries seek to develop institutions, legislation and institutional systems to adopt participatory organizations in which all sectors of society contribute to directing, managing and operating projects and businesses, developing and developing them in order to serve their purposes on the basis of cooperative participation, good governance, transparent accountability and mutual benefit. The success of the partnership is not limited to ensuring legislation and regulations only, but links must be established between it and the concept of governance. Both have multiple aspects related to administrative, legal, economic and social dimensions that meet at common points based on the principles of transparency, disclosure and accountability, and equal rights of stakeholders and responsibilities in order to raise the efficiency of resource use, enhance competitiveness, attract funding sources, and expand projects to create new job opportunities and support economic stability. The topic of public-private partnerships has been received with great interest by governments, societies and research centers around the world. After it became clear that the process of economic and social development is based on mobilizing and gathering all the potentials of society, including the energies, resources and experiences of both the public and private sectors, to participate in the institutional organizations that deal with the establishment and operation of projects of various kinds after the institutional arrangements faced separate and independent sectoral challenges and difficulties. In achieving the goals of development levels is an ambitious goal. Therefore, developed countries seek to develop institutions, legislation and institutional systems to adopt participatory organizations in which all sectors of society contribute to directing, managing and operating projects and businesses, developing and developing them in order to serve their purposes on the basis of cooperative participation, good governance, transparent accountability and mutual benefit. The success of the partnership is not limited to ensuring legislation and regulations only, but links must be established between it and the concept of governance. Both have multiple aspects related to administrative, legal, economic and social dimensions that meet at common points based on the principles of transparency, disclosure and accountability, and equal rights of stakeholders and responsibilities in order to raise the efficiency of resource use, enhance competitiveness, attract funding sources, and expand projects to create new job opportunities and support economic stability. Many researchers believe that the issue of partnership is still in its early stages of developing unified principles, rules and regulations that govern and regulate the various forms of partnerships between the public and private sectors to include all economic and social sectors as major topics. The concept, principles and standards are still being sought to develop, elaborate and categorize them in order to be placed in specific rules and frameworks.

Supporting Democracy Through Leadership in Organizations

Research on successful cooperativist actions has been found to generate social impact through the creation of employment and the promotion of economic growth. In this article, we present the way in which leaders in nontraditional businesses assess qualitatively the social impact of the improvements linked to such actions beyond the economic dimension. The interviews include the voices of members and nonmembers of cooperatives occupying diverse positions in organizations and illustrate how the exercise of dialogic leadership supports the strength of democratic principles and the quality of employment. The results revealed that the processes of empowerment related to cooperative organizations enable a kind of qualitative assessment of social impact that provides evidence of how successful cooperativist actions play a role in the development of more democratic and participatory organizations.

Hong Kong's New Trade Union Movement

18 | International Union Rights | 27/4 FOCUS | TRADE UNION RIGHTS IN ASIA Hong Kong’s New Trade Union Movement For a whole year from mid-2019 to mid-2020, Hong Kong was rocked by mass demonstrations and street violence. At its height, two million out of Hong Kong’s population of seven million marched in a huge demonstration against a proposed extradition bill. The international press heavily covered the mass protests; but what the press has not covered is the birth of a new trade union movement from within this political and social movement. The protests, and the new unions, were led by a generation born a few years before and after 1997, the year when China gained sovereignty over Hong Kong, a British colony for 150 years. Hong Kong was to be governed by a constitution known as the Basic Law, which guaranteed that for the next fifty years Hong Kong’s neoliberal capitalist system and civil liberties would not be tampered with by China’s authoritarian regime. It did not turn out this way. In the past two decades China gradually began to intervene in Hong Kong politically, instigating increasing resistance from the Hong Kong populace in the form of mass rallies. This led to the Umbrella Revolution of 2014 in which the central business district was occupied for months by protestors. When it was suppressed, the protesters left behind a huge banner declaring “We’ll Be Back!” In June 2020 they did come back with a vengeance. The young activists had come to an agreement they would be united despite their differences in political beliefs and strategies. It would be a leaderless movement driven by urban guerrillalike spontaneous tactics. There would be no organisational structure. Communication would be by social media platforms. The youth who were willing to engage in physical confrontation with the police could do so. Those who could not or would not do so instead played supportive roles at the rear. But when months of street actions did not extract any concessions from the authorities, part of the protest movement branched off in a new direction that was more formal and organised—the establishment of small independent trade unions. Unions in Hong Kong Hong Kong is a global commercial hub dominated by free-market beliefs with a weak trade union culture. Collective bargaining rights are not recognised. The largest and oldest union federation, established in 1948, is the Hong Kong Federation of Trade Unions (HKFTU), with 191 affiliates and 426,000 members as of 2019. It is well-resourced and largely controlled by the PRC government as a counterpart of China’s official All-China Federation of Trade Unions (ACFTU). The second biggest federation is the Hong Kong Confederation of Trade Unions (HKCTU). This has been far more active in organising workers and assisting them in industrial disputes and fighting for collective bargaining rights. It was formed in 1990 and today has 93 affiliate unions and 145,000 members. It is an affiliate of the International Trade Unions Confederation (ITUC) and is situated politically in Hong Kong’s prodemocracy camp, openly criticising the ACFTU. It is one of the main participatory organisations every year commemorating the suppression of China’s Tiananmen Uprising of 1989. The new unions that sprang up during the recent protests of 2019-20 have sought advice and training from the HKCTU. While providing this, the HKCTU has hesitated to intervene in a new spontaneous trade union movement. From Loose Sand to a United Front These new unions did not start out as products of traditional unionising efforts. Their birth was conceived out of a political movement which initially did not propose any economic demands such as better work conditions, higher wages, collective bargaining rights, or affordable public housing. The earliest new unions emerged from white collar professions. Among the first participants were nurses, doctors, paramedics, and journalists who were appalled to witness police violence against protestors, while they themselves were also often tear-gassed, pepper-sprayed, and beaten up for trying to help the injured. Two motivating forces drove the initial formation of unions. The first was a desire to hold a general strike and the other was to participate...

Sustainable BIM-Based Construction Engineering Education Curriculum for Practice-Oriented Training

The latest IT technology integration movements, such as building information modeling (BIM), have engendered changes in the technology and participatory organizations in the construction industry, which have resulted in process innovations and productivity gains. BIM lays the foundation for using a variety of new information that is not applicable to traditional construction methods. Construction companies are applying such information to various analyses, simulations, and learning and education projects to stimulate innovation. In Korea, however, since BIM was introduced in 2008, it has been used in various ways across diverse fields, but its contribution remains minimal. This is due to the inadequate competence level of BIM managers, who emerge from a system incapable of adequately educating BIM managers. In other words, the curriculum has not been able to impart the BIM skills necessary to accommodate the requirements of the industry. Only the most basic BIM modeling course is offered, and even such a course is dependent on external instructors. This creates a gap with the existing construction engineering educational curriculum. This study proposes a BIM-based construction engineering educational curriculum that has not been attempted before to overcome these limitations and generate a BIM workforce to cater to the industry.

Public-Private Partnership in Yemeni Law and its Role in Overcoming Contemporary Challenges

The public-private partnership has gained great interest as the economic and social development process depends on mobilizing and gathering all the potentials of the society to participate in establishing and operating various projects. This may help the independent institutional organizations to overcome the challenges and difficulties and achieve their goals at the target levels. Therefore, both developed and developing countries seek to create institutional structures, legislations and systems to adopt participatory organizations in which all sectors of society contribute to serving their objectives on the basis of cooperative participation, good governance, transparent accountability and mutual benefit. This entails the need to keep pace with the necessary legislations. Thus, the study aims to analyze the legislative requirements in light of development needs and practical and administrative problems applying the concepts of transparency, disclosure and cooperation. The scientific method which is based on the analysis and the comparison approach was adopted to achieve the required results and provide the relevant and appropriate recommendations in this field. The main findings of the study revealed the urgent need to activate the partnership between the public and private sectors in the Republic of Yemen. This requires reviewing the relevant legislations and enacting complementary laws to achieve the objectives of partnership between public and private sectors.
 Keywords: partnership, public sector, private sector.

The Fourth Industrial Revolution and Staff Development Strategy in Manufacturing

In manufacturing, a staff development strategy is necessary on the brink of the Fourth Industrial Revolution. The components of this strategy are considered in detail. New specialties and organizational models arising from the Fourth Industrial Revolution are noted. Proposals include the creation of a participatory organization, a new incentive system, and the cultivation of electronic leadership.

Employee Engagement and Relationship Quality Leading Performance

Job Attitudes and leader member relationship quality enhance individual and organizational outcomes. Organizations seek to increase the frequency of individual outcomes like employee performance. Job attitudes have been a well researched construct in the management literature. However, constructs like employee engagement have received least attention in recent past. The current study, would explore the influence of employee engagement and leader member exchange quality on service performance of employees. The participatory organizations were from insurance, postal and banking sectors, of service economy of Kashmir region, from the state of Jammu and Kashmir. The Survey method was used for data collection purposes, where in data was collected, through combination of structured questionnaires followed by interviews. The sample size of 380 respondents were selected representing middle management, frontline, lower level employees and customers. The data were analyzed using SPSS software package, where in technique like structural equation modelling is utilized to analyze and interpret the given data. The results revealed significant positive relationships between employee engagement and service performance as well as between leader member exchange and service performance.

Theorising Derecognition of Local Government Authorities as Political Injustice: The Effects of Technical Claims in Senegal's Forestry

Most developing-country governments have 'recognised' elected local governments (ELGs) by transferring to them the authority (e.g. rights and resources) over the forests within their jurisdiction. In practice, however, Forest Services are 'derecognising' ELGs – taking back these decentralised powers. This article shows that 'derecognition' is effectively a new 'recognition' dynamic in decentralised forest management in Senegal, in which Forestry officials and agents derecognise ELGs drawing upon technical claims. It also theorises derecognition as political injustice by demonstrating how the technical claims, although used in support of sustainable forest governance, cause political injustice through the following observed derecognition outcomes: 1) circumvention of ELGs that deprives them of the means to be responsive to local people (and thus disables them as democratic institutions); 2) subordination of the new participatory organisations created to receive the powers taken from ELGs to instrumental objectives of central forestry authorities; and 3) progressive privatisation of the forests that diminishes the democratic public domain.

The Participatory Management in the Enterprise through Digital Marketing: Enterprise 2.0

<p>From its birth to the nowadays lifestyle, web has strongly changed. Although once it was a “place’’ to find information, now it represents that virtual condition, in which it can be possible to share and collect information, thoughts, desires and doing shopping and so on and so forth.</p><p>Today, the company does not only make just a commercial communication. Instead, there exist many types of interaction: the internal communication, for instance. Enterprise 2.0 is that kind of business that uses the instruments of the web 2.0 both for external and internal communication. It means to use all the digital marketing tools to manage the entire organization, such that we have to think in a participatory management way. Indeed, we have to focus ourselves even more on a participatory organization, where the development of new projects derives from the ones who work into the company. The Social media that can be involved in this field are the same that are used for a commercial communication: social network, blogs, Wikipedia, podcasts, rss feed and so on and so forth.</p><p>Even though there are very few Italian companies that apply the tools of web 2.0 to manage the entire organization, the paradigm of the enterprise 2.0 is slowly taking off.</p><p>The purpose of this work paper is to identify how the company can efficiently adopt the digital marketing instruments, utilizing the participatory management: enterprise 2.0. The adoption of these participatory tools is fundamental, because only through their adoption, it can be possible to reach a vast audience and to satisfy the digital consumer needs, who is no more passive, but he is even more active and critic about the choices he is going to make.</p>