Expert Profile – View

What is your name?

Thorsten Petry

Who are you and what are you doing?

I am a professor at the Wiesbaden Business School (part of Hochschule RheinMain, University of Applied Sciences). I am head of the International Business Administration bachelor and master course. My research, teaching and consulting focus is on strategy, organization, leadership and human resources management. Currently I'm working intensively on an Enterprise 2.0 research project with different empirical studies. The main results will be printed in a German book (topic: Enterprise 2.0 â€" Consequences on Strategy, Structure, Culture, Leadership & HRM) in autumn 2011.

How did you get to the E2.0 topic?

As I said my research focus is in strategy, organization, leadership and human resources management. In my understanding Enterprise 2.0 is right in the middle of these topics. It has a tremendous influence on all of them. That's why I started working on this topic.

What is your understanding of the core concept of the Enterprise 2.0 idea?

Enterprise 2.0 describes the internal use of Social Media to achieve greater effectiveness and efficiency within companies.

What are the main potentials of the Enterprise 2.0 idea?

E2.0 is based on emergent, smart, simple and interactive tools (Social Media). But E2.0 isn't primarily focused on technology. It's about what the tools let users do and the business problems the tools address. Social Media support individual needs and empower people to get their jobs done â€" easier, faster, cheaper & more innovative by using the collective intelligence of the whole organization. E2.0 is about an open culture. I agree with Jenny Ambrozek, that Enterprise 2.0 is achieved when an organization succeeds in operating open; enables and values employee and partner knowledge sharing, creativity and contributions; and manages with respect and "controls", rather than "control".

What are the main challenges, threads and issues of the Enterprise 2.0 idea?

As said above, E2.0 is about an open culture. The key factor is the interaction between people. Therefore the established, traditionally hierarchy-focused culture or â€" in other words â€" the people themselves are the main challenge. The biggest danger is to focus too much on tools. The way to an E2.0 company is a fundamental transformation process for most companies â€" and it has to be handled like this. Although it couldn't be implemented completely top-down.

Please give us three tags that describe your person and work best?

Enterprise 2.0, Social Media, Strategy

Please give us three links to articles/contributions that describe your views best?

  • [[">My University Website]]
  • [[">Enterprise 2.0 Study 2010]]
  • Enterprise 2.0 Study 2011 > will be published in autumn 2011 in an "Enterprise 2.0 book" with my colleague Prof. Dr. Wolfgang Jäger (link will follow)
Please give us three names of colleagues that you would refer to as brother-in-spirit?

  • [[">Prof. Dr. Wolfgang Jäger]]
  • [[">Alexander Körner]]
  • [[">Florian Schreckenbach]]