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Dynamics of Web 2.0 in the Global Marketplace

This has in-turn helped micro-businesses become more global with a broader resource base for innovation which has abled them to contend in a continuously evolving environment (Barnes.2012). The use of web 2.0 has permitted small businesses means of information gathering and intelligence to customers, suppliers or internal businesses needs (Hoegg. 2009). In the sense, micro-businesses have used a platform to communicate, share and develop across a broad geographical plain. The prospect of replacing geographic co-locations by mimicking real world intimacy in a virtual domain is a effective use of web 2.0 (Abedbanjo & Michaelides. 2010). .
             Research conducted in 'Fortune 500' Organisations showed that the use web 2.0 facilities help support and build brand image as well as generating a healthy reputation (Ratliff.2014). Businesses today are using social platforms to connect with other businesses, like 'linked in'. The idea go globalisation through web 2.0, possess several means of application and uses. Company 'Innovapost' has been actively working through a number of separate initiatives aimed at high levels of employee engagement (Xarachos et nl. 2008). These aimed at bringing together a more collaborative and co-creative communication in a working environment by allowing the use of blogs and group wikis, which would assist employees in having better access to senior leadership or management. This in-turn stimulates conversations with employees and create a universal understanding. From this, uses and applications of wikis and blogs had created a larger platform for shared value to be used and has provided a more internal search for competitive advantage. .
             Critical Evaluation.
             Organisations and much of society have embraced a more 'knowledge-based economy' and the priorities had shifted more towards a more collaborative and community based business model (Wijaya et nl. 2011). Aspects of information and communication technologies have become a higher priority than seeking profit in some cases.


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2. Everett Rogers - Diffusion of Innovation

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