Banking on Web 2.0 Approaches to Build a Sustainable Enterprise

This paper approaches the issue of sustainability in business in a less traditional manner by considering more than just the competitive advantage a company has to build in the rivalry with its competitors. Building enterprise sustainability requires a broader understanding of the interdependencies between the company and its human and natural environments. Effective stakeholder engagement is key and online openness and cooperation bring about new conditions for corporate social responsibility. The paper discusses the potential of the Web 2.0 tools for the interaction between the company and its stakeholders and the impact of those tools on the organizational culture in support of sustainability is analyzed. This is particularly relevant during the current economic crisis when most of the efforts go into cutting costs in order to survive.