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Journal Article

A theoretical framework for exploring the influence of national culture on Web 2.0 adoption in corporate contexts  pp176-186

Andrew Barron, Dirk Schneckenberg

© Jan 2012 Volume 15 Issue 2, Editor: Shaun Pather, pp149 - 229

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The purpose of this conceptual paper is to identify variables which help to explain cross‑country differences in adoption rates of Web 2.0 technologies in corporate contexts. The paper proposes a model which indicates how national cultural characteristics determine the evolution of Enterprise 2.0 business practices in different countries. The model is developed from a literature study, which combines insights on technology adoption, the Web 2.0 phenomenon and cross‑cultural management concepts. Based on this model, the paper assumes that Web 2.0 technologies may enjoy faster adoption rates in companies that operate in countries whose national cultures reject power distance, embrace collectivism, and accept uncertainty.


Keywords: Web 2.0, Enterprise 2.0, knowledge management, technology adoption, national culture


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