Assignment Task:
International virtual teams are a relatively new form of working organization, closely linked to the global development of information technologies. Their dynamic development is causing growing interest in both advantages and weaknesses of this form of cooperation in international business. The appeal of the international virtual teams is clear. Employees have the opportunity to interact with colleagues around the world, enrich their knowledge about other cultures, and gather more international experience. Companies can use the best and lowest-cost global talent and significantly reduce their real estate costs. However, virtual teams are hard to get right. Common shortcomings include technological problems (lack of access to the newest technology, slow data transfer, incompatible equipment, interruptions in electricity supplies); different preferences for using certain tools (instant messengers, e-mails, video-conferences, discussion forums); and lack of trust and communication barriers resulting from technological or cultural differences. In a study of 70 virtual teams, Govindarajan and Gupta (2001) found that 82% fell short of their goals and 33% rated themselves as largely unsuccessful. Most people consider virtual communication less productive than face-to-face interaction, and nearly half admit to feeling confused and overwhelmed by collaboration technology (Ferrazzi 2014). Faced with this information, your boss, the Marketing Director of Company ABC, is deciding whether to introduce a new virtual marketing team with staff located in Melbourne, Los Angeles, Shanghai, and Bangalore. The alternative is to keep things the way they are and continue to use the central more traditional face-to-face (F2F) marketing team based in the Melbourne headquarters.
Question: What will your advice be to the Marketing Director? Will you argue FOR the creation of a new virtual marketing team or AGAINST and keep the central more traditional face-to-face (F2F) marketing team in Melbourne? Why?
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