LEADERSHIP CHALLENGES in the CONTEXT of WEB 2.0 SOLUTIONS - Polish Journal of Management Studies

Polish Journal of Management Studies
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Leadership challenges in the context of Web 2.0 solutions
Kozłowski R., Kania K .

Abstract: The Authors present the path for theoretical framework towards leadership adopted due to emerging technologies in organizations environment. Web 2.0 challenge the way organizations are managed in the era of social revolution. If companies are to stay efficient and competitive, leaders must adopt behaviors, new ICT tools and develop new strategies/solutions to appeal to Z/Millennium Generation and incoming Web 3.0 challenges.

Key words: Web 2.0 tools entrepreneurial leadership


One of the crucial elements shaping modern organizations is leadership. It has the leverage over the implementation of ICT, resulting in the change of organizational culture leading to the increase of organization and people performance. Entrepreneurial leadership may be based on the assumption, that employees fully dedicated to leaders vision create a strong organization. For a long time leadership has been identified as the key factor in accomplishment of group and individual goals. Garen and Scandura suggest in the leader-member exchange theory, that the quality of relations between leader and member is essential for understanding how leaders influence their subordinates[13]. Another key element in entrepreneurship literature is the ratio of the quality of relationship between leader and subordinate to job satisfaction[11]. Positive relations with leaders are beneficial for subordinates and result in decisions that are made, positive stimulus and career development. This creates positive environment for subordinates and leads to better job satisfaction, and increases organization efficiency[9]. Entrepreneurial leadership should be positively related to employees satisfaction, their work and how they perceive positive features of organization. It also creates conditions for constructive, challenging work enabling worker appreciation, which subsequently leads to grater job satisfaction[19]. Workers who perceive their work as meaningful and constructive have better job satisfaction than workers who think that their work is of little importance[15]. Workers should find satisfaction in their work if they feel that it has direct influence on the performance of the whole organization[12], like in the case of entrepreneurial leadership. The article attempts to move toward a new framework of the leadership  challenges, which may  have  significant impact or affect Web 2.0 tools. Due to fast technological progress and succeeding social changes many paradigms need rewriting one of them is leadership. With some equivalence to a phoenix's renewal, which depends on a preceding phase of decline, we argue that new look at leaders, their roles and abilities to use the web 2.0 tools should be a consequence of a dynamic processes in which leaders must adopt behaviors, new ICT tools and develop new strategies/solutions to appeal to Z/Millennium Generation. The research indicates the importance of Web 2.0 tools as a potential leverage for leaders to increase effectiveness and innovation in organizations. From our perspective, Web 2.0 tools requires complexity in terms of affective and cognitive processes and an integration of this complexity. In designing our study, we used desk research analysis based on critical literature review, content analysis as well as discussion with experts and management staff. The desk research analysis indicated the importance of the topic, which provides the foundations for further empirical research. In the paper we indicate the new directions and inevitable challenges that leader will have to face, then we concentrate on the issue of Web 2.0 implementations, as well as on advantages of Web 2.0 implementation in an organization, finally we draw conclusions. The article is addressed to mangers and even IT specialists , who must support mangers in their work.

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New ICT technologies provide a simpler way to manage knowledge and offer new content format, including graphic and multimedia, which help and are able to incentive knowledge diffusion. Also communication styles and problem solving are evolving in a more collaborative approach, especially for the so-called generation Z and millennial people. New approach to leadership may be important to complex functioning because differences in how decisions are made within the organization could affect the co-evolution of human and social capital. Leadership occurs within the interdependent interactions of emergent collective action and helps produce emergent outcomes such as learning and adaptation. Summarizing leadership is important to the complex functioning of the network. Enabling leadership has two roles. First, it creates conditions that stimulate emergent collective action and adaptive leadership. Second, it channels productive emergent outcomes originating in the collective action response back up to managerial leadership for strategic planning and exploitation.
How introducing Web 2.0 tools change leader’s possibilities and tasks depending on her/his leadership approach in the growing interaction complexity and how leadership role changes usability and scope of use of Web 2.0 tools and what is the influence of leadership styles on the usability and scope of use of Web 2.0 tools. These and other questions we leave for future research[21].
To sum, the Web 2.0/3.0 solutions in the context of organizational efficiency and the change of leadership should facilitate communication, and exchange of ideas or beliefs. The Internet services cannot be regarded as Web 2.0 if they do not have social elements. Web 2.0 services should provide the user with new value and should break the habits. The users should play an important role in anticipating new opportunities for an organization. It stimulates creativity at relatively low costs of the maintenance of Web 2.0 tools. The users determine the final form of the Web 2.0 tools, by reading and placing there only the key elements for the organization and its environment. Web 2.0 environment may be created relatively fast but its death-rate is relatively high, especially if it is not approved by potential users and not managed efficiently by leaders. Future research should concentrate on conceptualization and measurement of  positive and negative relations between leadership styles and Web 2.0 /Web. 3.0 tools.


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Autorzy przedstawiają teoretyczny zarys wobec przywództwa przyjęte ze względu na nowe technologie implementowane w środowisko organizacji. Narzędzia Web 2.0 kwestionują i ujawniają nowe  postrzeganie procesów społecznych oraz stawiając nowe wyzwania dla zarządzania  w dobie rewolucji społecznej. Jeśli firmy chcą być bardziej efektywne zwiększyć swoją przewagę  konkurencyjną, liderzy muszą przyjąć nowe zachowania,  narzędzia informatyczne i być zdolni do opracowania nowych strategii / rozwiązań w interakcji społecznej szczególnie odwołując się do pokolenia  Z / Millennium Generation i wyzwania  nadchodzącej ery Web 3.0.

Słowa kluczowe: narzędzia WEB 2.0, przedsiębiorcze przywództwo

的Web 2.0解決方案環境中嚴峻的挑戰

摘要:作者提出對領導理論框架是由於組織環境的新興技術所採用的路徑。 Web 2.0的挑戰組織在社會革命的時代,管理方式。如果公司要保持效率和競爭力,領導者必須採取的行為,新的ICT工具和制定新的戰略/解決方案,以吸引到Z/千禧一代和傳入的Web3.0挑戰。
關鍵詞:Web 2.0工具企業領導。

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