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Hacia la responsabilidad social 2.0 - 02/10/2009

Web 2.0 may be the greatest invention to promote the accountability of institutions and organizations since the voting booth. Its tools make openness, transparency, collaboration, and engagement with and responsiveness to wide networks of stakeholders the norm.

Concerning corporate responsibility, applying Web 2.0 tools could work like rocket fuel – propelling responsible practices deep into once impenetrable space of core activities such as manufacturing and production, product and service development, marketing and distribution, finance and accounting, and research and development (R&D).

Put another way, Web 2.0 represents a revolutionary set of tools that enable stakeholders to engage with firms at every level of the value chain. Now we have a very inexpensive and highly effective set of tools to connect specific parts of the business with specific individuals that have a real stake in the way that part of the business performs.

Potentially this alters the very DNA of business process management, so that every decision builds from a foundational expectation of sustainability. This would include sustainability for the business, long-term shareholder value, for the environment, for communities, livelihoods, and health.

Web 2.0 could deliver mutually accountable communities, targeting and supporting key elements of the value chain, that produce new highly profitable, responsibly competitive business models. Or it could deliver the exact opposite. (Ever hear of voting booths being manipulated?…)

Can we harness the potential of Web 2.0 – building what we might label “Responsible Enterprise 2.0” – without messing it up?

SAP approached AccountAbility to try to answer these questions. We started a series of conversations with our partner Redmonk and with Business for Social Responsibility (BSR) and the International Business Leaders Forum (IBLF). The mix of optimism, misgivings, opportunities, risks, vision, and misunderstanding that we found was so compelling, we felt it worthy to build this blog to continue and expand the conversation. SAP’s support makes this blog possible. AccountAbility and Redmonk are leading it without any outside editorial content.

We start from the premise that Responsible Enterprise 2.0 means “the adoption of Web 2.0 to improve business sustainability and responsible competitiveness.” We intend to use this blog to develop the idea of what Responsible Enterprise 2.0 could be. We’ll share our take, interesting examples, relevant trends, and encourage you to share your perspective comments. We hope it inspires creative use of technologies to drive more sustainable, responsive, responsible, and profitable business practices.

Next up, my take on what “responsible enterprise 2.0” means…

(Fuente: Responsiblebiz.net)

02/10/2009

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