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How are companies facing the social media (r)evolution?
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Elena Casprini, Alberto Di Minin 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Inglese 
Numero pagine:  20 P. 67-86 Dimensione file:  696 KB
DOI:  10.3280/MC2015-002005
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As well as it happened in the first digital revolution led by Web 1.0 technology, the advent of the second digital revolution led by Web 2.0 has forced firms to rethink at both their business models and strategies. On the basis of both theory and empirical examples, this paper shows that strong similarities exist between the two digital revolutions. Consistently with old economic and managerial models found in the first digital revolution, we find that companies can choose among three strategies in facing the second digital revolution: to deny, to react or to reinvent themselves. However, as the empirical examples described shown, only outliers are leading the transformations and are redefining business models and practices in their industries.

Com’è accaduto nella prima rivoluzione digitale guidata dal Web 1.0, l’avvento della seconda rivoluzione digitale guidata dal Web 2.0 ha costretto le aziende a riformulare i loro modelli di business e le loro strategie. Sulla base della letteratura e di alcuni esempi empirici, questo articolo mostra che esistono molte similarità tra le due rivoluzioni digitali. Coerentemente con i precedenti modelli economici e manageriali della prima rivoluzione digitale, gli autori mostrano come le aziende possano scegliere tra tre possibili strategie per affrontare la seconda rivoluzione digitale: negare, reagire o reinventarsi. Tuttavia, come gli esempi empirici che gli autori descrivono dimostrano, solo gli outliers stanno guidando le trasformazioni e ridefinendo i modelli di business e le practices nei loro settori.
Keywords: Social media, web 2.0, modello di business, strategia, rivoluzione digitale, SICTs.

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Elena Casprini, Alberto Di Minin, Come le aziende stanno affrontando la (ri)voluzione dei social media? in "MERCATI & COMPETITIVITÀ" 2/2015, pp. 67-86, DOI:10.3280/MC2015-002005

   

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