P1: JDT
WL040C-48 WL040/Bidgolio-Vol I WL040-Sample.cls June 20, 2003 17:36 Char Count= 0
TECHNOLOGICALINFRASTRUCTURENEEDED FORVIRTUALTEAMING 603using e-mail. Reluctance to communicate using e-mail
could result in a decrease in efficiency of the virtual team,
so it is the responsibility of the virtual team leader to en-
courage the acceptance of all types of cultural styles. An
understanding of the cultural differences among virtual
team members can be used to the team’s advantage.
Different cultural groups require different styles of
management and organization. The team must develop
an approach that fits the mix of cultures the virtual team
embodies, taking care not to elevate one culture over an-
other. Virtual teams can create ways of working and in-
teracting that not only accommodate, but also optimize
cultural differences among the virtual team members.
One of the foundations for the success of a virtual team
is to build trust. This requires a conscious and planned
effort on the part of the virtual team, because the virtual
team members do not have the traditional ways to meet
each other in person and develop a relationship. Every
task, action, and initiative builds trust.
The virtual team must ensure respect, fairness, and
equality of opportunity for all the virtual team members
at all times. This can be accomplished by ensuring that
each member of the virtual team has a chance to con-
tribute and to receive feedback. Treating all virtual team
members with the same consideration, and allowing the
virtual team members time to interact with each other on
the same level, can also build virtual team trust.
Clear lines of communication are essential for the
success of a virtual team. Because virtual teams rely
completely on mediated communication, it is critical to
determine which technology is right for the team and the
task at hand. The virtual team needs to plan for the use
of technology given the team’s task, the skills and back-
grounds of the virtual team members, and the sophistica-
tion of the organization.
Different technologies facilitate different types of com-
munication. Regardless of the technology used, commu-
nication must flow freely and frequently, with everything
completely understood by all the virtual team members.
Specific Internet-based communication technologies
have to be identified to ensure effective communication.TECHNOLOGICAL INFRASTRUCTURE
NEEDED FOR VIRTUAL TEAMING
The development of the Internet and the increasing so-
phistication of additional communication technologies
have made virtual teaming possible. The very nature of
virtual teams creates a challenge to effective communi-
cation. Because members of the virtual team are sepa-
rated by time and distance, communication among team
members must be constant and clear. Messages must be
acknowledged, understood, and acted upon.
Virtual team members do not have the opportunity to
communicate informally in the hallway of a building or in
a parking lot. Therefore, it is critical that communication
in virtual teams must be highly structured to ensure that
the team members are receiving all the information nec-
essary to complete the assigned task. Virtual teams use a
variety of technologies to communicate. The Internet, e-
mail, video conferencing, bulletin boards, and groupwareare just a few of the tools used by team members to keep
in constant contact. Software that allows the virtual team
to have shared access to company services as well as the
knowledge collected and developed by the team also plays
a part in successful virtual team communication.
Virtual teams have four different options in which
to work collaboratively: same time/same place, same
time/different place, different time/same place, and dif-
ferent time/different place. The team members can be in
the same geographic locale at the same time, or they can
be in different locations at the same time. This type of
communication is called “synchronous” communication
and includes such Internet technologies as phone calls,
instant messaging, video conferences, and chats.
If virtual team members are communicating in an
“asynchronous” manner, they are separated by both time
and distance. They can be in different geographic loca-
tions at different times, or the virtual team members can
be colocated in the same place but at different times. Ex-
amples of asynchronous Internet technologies include e-
mail, voicemail, Web sites, databases, and bulletin boards.
Internet-based groupware can be both synchronous and
asynchronous depending upon how the virtual team uses
the technology.Synchronous Communication Technologies
While the majority of communication among virtual
team members occurs asynchronously, there are instances
when synchronous interaction is more effective and
efficient. Using synchronous Internet technologies, virtual
teams come together at the same time, but not necessarily
in the same geographic location. A simple face-to-face
meeting held in the organization’s conference room, or
a cell phone call, are examples of synchronous commu-
nication. More sophisticated types of synchronous com-
munication technologies are Internet-based and include
electronic chats (also called instant messaging), video
conferencing, and Web-based conferencing.Chats
Communicating synchronously using the Internet by typ-
ing text messages between virtual team members is known
as chatting or messaging. The interaction occurs in real
time. Team members, using a computer and Internet con-
nection, exchange text messages and have an electronic
“discussion.”Video Conferencing
Video conferencing via the Internet can be done using a
desktop or laptop computer, or using specially designed
video conferencing units. Equipped with a camera, mi-
crophone, and Internet access, virtual team members can
see and hear each other while sitting at their computer.
Larger, more sophisticated Internet-based video confer-
encing technology is usually housed in a specific area of an
organization and not at the virtual team member’s desk.
While video conferencing allows the virtual team to inter-
act visually and aurally, a mechanism for sharing docu-
ments must be in place at the time of the video confer-
ence. This can be accomplished using a fax machine or
electronic white boards.