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Assessing Degrees of Web-2.0-ness: Model and Results for Product Websites in the Pharma-Industry
Type
conference paper
Date Issued
2011-06-12
Author(s)
Haager, Christopher
Research Team
IWI3
Abstract
This paper describes the development of a maturity model to assess the Web-2.0-ness of websites. The model draws on O'Reilly's Web 2.0 principles and patterns. It distin-guishes six dimensions with four degrees of 2.0-ness each. The rating scheme has been evaluated and refined to improve inter-rater reliability in a discussion and a coding iteration. This model raises awareness for 2.0-ness, helps to benchmark website design, and supports decisions about 2.0-ness adoption. Based on aggregated scores and a normal distribution, our sample of 44 pharmaceutical over-the-counter (OTC) product websites is classified in three maturity stages: Innovators, Adopters, and Laggards. The model can also be used for other industries and website types. In five of the six dimen-sions, at least one website reaches the top degree, but no one achieves top grades in every dimension. Diversity in 2.0-ness is observed for product websites in the pharma-ceutical industry, as well as for one company's different product brands. Further re-search will extend the 2.0-ness analysis to the overall web presence, including social media sites. Another next step is to relate 2.0-patterns to websites' success measures.
Language
English
Keywords
Web 2.0
2.0-ness
maturity model
pharmaceutical industry
product websites
design patterns
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Proceedings of the 24th Bled eConference : Research Volume
Publisher
University of Maribor
Publisher place
Kranj, Slovenia
Start page
321
End page
333
Pages
13
Event Title
24th Bled eConference "eFuture Creating Solutions for the Individual, Organisations and Society"
Event Location
Bled, Slovenia
Event Date
12.-15.06.2011
Subject(s)
Division(s)
Eprints ID
232358
File(s)