Are Indian IT Firms Ready For Social Software?

Alivelu Manga Mukkamala

Student thesis: Master thesis


With the advent of knowledge intensive firms, organizations have started viewing knowledge as an important resource for their competitive advantage. In order to make knowledge as a resource, organizations have implemented knowledge management initiatives. From the beginning, information systems have been playing a vital role in knowledge management practices, which basically encourages employees to codify, share and create knowledge. Recently, newer forms of Information and Communication Technologies (ICT) such as web 2.0 (also known as social software) are facilitating user participation, communication, interaction and collaboration on the web. Hence organizations want to reap the benefits of these web 2.0 tools by deploying them as knowledge management initiatives to enhance knowledge sharing and collaboration among employees. Since these tools are not very expensive, it is easy for organizations to deploy them, but the main issue is the adoption of these tools by the employees. Therefore, the focus of this thesis is to investigate the adoption of web 2.0 tools among knowledge workers working in Indian based software consultancy firms. The aim of the thesis is to find out till what extent these tools have been adopted and what are the factors affecting the adoption of these tools by employees. A quantitative descriptive-explanatory study (online questionnaire) and a qualitative exploratory study (semi-structured interviews) have been employed to gather relevant data needed for the analysis. Both inductive and deductive approaches have been used to get a better understanding of the factors affecting the adoption of social software by knowledge workers and also to find out the causal relationships between usage and the factors influencing it. Based on the analysis of this data, we have found that even though software consultancy firms are good at deploying tools, the adoption of these tools is rather low among knowledge workers. Moreover, we have also observed that lack of certain personal and organizational factors are hindering the adoption of tools. Furthermore, a good strategy, top management support, incentives and proper training will encourage employees to adopt the tools. The success of social software in organizations does not depend solely upon the manager’s attitude but also on organizational current policies and practices.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2012
Number of pages138