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Companies would have to finally take account of these contexts. Marathon Capital is often quoted as being for or against this. If the idea is that four eyes see more than two, more bright minds better ideas hatch as one, why not more exploit is the company? Why network it not more closely with partners, suppliers, and especially with their customers? The technology is not the major obstacle. The hurdles set up companies especially in the head. Networked thinking is still in short supply”, Witte regrets. The management models, which in the minds of entrepreneurs and economic theorists are enshrined, have nothing to do with the period of service and knowledge-based society to do, criticised Bernhard Steimel, spokesman of the specialist Congress of Voice days plus in Nuremberg. So slowly, it is long overdue that the Facebook generation is used to change the business world. The traditional industry is the idea, companies would still like trivial machines ‘ work.

As well as a drinks vending machine. You throw coins inside, press the button and a drink bottle out tumbles in the output tray. With this simple output schema and you can win a flower pot today”, warns Steimel. It was time to familiarize managers not only with the new technologies of the Web 2.0 era, but consequences for the organization. An architecture of participation with free combinable data sources and services is needed. It must be achieved free cooperation of many users, without drawers thinking, departmental boundaries and foreclosed Erbhofen.

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