Web 2.0 and micro‐businesses: an exploratory investigation

Purpose – The paper aims to report on an exploratory study into how small businesses use Web 2.0 information and communication technologies (ICT) to work collaboratively with other small businesses. The study had two aims: to investigate the benefits available from the use of Web 2.0 in small business collaborations, and to characterize the different types of such online collaborations.Design/methodology/approach – The research uses a qualitative case study methodology based on semi‐structured interviews with the owner‐managers of 12 UK‐based small companies in the business services sector who are early adopters of Web 2.0 technologies.Findings – Benefits from the use of Web 2.0 are categorized as lifestyle benefits, internal operational efficiency, enhanced capability, external communications and enhanced service offerings. A 2×2 framework is developed to categorize small business collaborations using the dimensions of the basis for inter‐organizational collaboration (control vs cooperation) and the leve...