Adopting Enterprise Web 2.0 collaborative technologies in Business: The implications for management accountants

H. El-Sayed, C. Westrup

Research output: Book/ReportCommissioned report


Businesses are confronted with Enterprise Web 2.0 as an emerging set of disruptivetechnologies characterised by their informality and accessibility.• Our case studies highlight changes in workplace co-ordination and collaboration asa result of employees/accountants using instant messaging (IM), social networkingsites, blogs, wikis, and other tools to collaborate and form ad-hoc communitiesacross departmental and organisational boundaries. Nevertheless these changes canonly be described as being evolutionary rather than revolutionary.• Different professional groups are embracing these tools in their interaction withcustomers (e.g. sales and R&D) however accountants in our research sample are notcurrently using these technologies to enhance their customer accounting practices.• Contrary to perceptions that these tools are mainly adopted by the under 30s(Generation Y), the evidence shows these tools are used much more widely in thecompanies we studied.• Quantification of the ‘soft’ or intangible benefits of Enterprise Web 2.0 (such asimproving co-ordination, knowledge accessibility, and relation building amongstpeople and teams) remains a challenge for management accountants. Nevertheless,an important and tangible benefit is a reduction in travel costs.• An implication for management accounting is the emergence of a set of rich toolsand techniques to improve co-ordination especially at a distance. These toolshave the potential to provide ways to present, annotate and distribute structuredaccounting data in innovative ways to business managers who are becomingincreasingly familiar with social networking technologies.
Original languageEnglish
Place of PublicationLondon
PublisherChartered Institute of Management Accountants
Number of pages12
Publication statusPublished - Jun 2011


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