geopolitics of shared cognition in globally distributed teams
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Geopolitics of Shared Cognitionin Globally Distributed Teams
Marietta L. BabaProfessor of AnthropologyDean of Social ScienceMichigan State University
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Globally Distributed Team (GDT)
Definition:An interdependent work group comprised of culturally diverse members based in two or more nations who share a collective responsibility for making or implementing decisions related to a firm’s global strategyRelies on technology as a medium for communication and coordination
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Key Constructs
Knowledge: Aspect of cognition whose accuracy or correctness has been validated externally
Culturally constructed
Cognitive convergence: A process by which individual cognitive structures become more similar or overlapping
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The GDT Paradox
Requirement: GDT members share and integrate explicit and tacit knowledge, and create new knowledge that adds valueReality: Non-conducive conditions
Unshared contexts across teamCultural differences in cognition
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Research Questions
1. What factors influence cognitive convergence on a GDT?
2. How are convergence and divergence balanced?
3. What mechanisms mediate cognition and performance on a GDT?
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13 Months24 Months4US19Launch New Product
Texaron (NPL)
5 Months3 Months8US12Leadership Development
Ramtech (CPS)
6 Months@ 18 Months
3France72nd Gen Product
HTM (ISO)
7 Months24 Months3France9ProductImprovement
HTM (TP8)
14 Months1999 –ongoing
7US20Marketing Strategy
Celestial Corp.(French Customer)
5 Months8 Months2Sweden
US4
Secure NPD Contract
Automotive Supply Corp.(Japan Co New Biz)
Durationof Study
Duration of Teams
DistributedLocations
HomeBase
SizeTeam
PurposeCorporation
(Team)
GDT Data BaseGDT Data Base
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GDT Patterns of CognitionGDT Patterns of Cognition
Convergence
Divergence
CCognition
PPerformance
TTime
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Geographic Distribution PatternsGeographic Distribution Patterns
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Case Study Highlights
Celestial Global Customer TeamUS consumer products manufacturing firm New GDT dedicated to improving business relations with a major global retail customer based in France (marketing strategy)Part of a global reorganization project20 team members, primarily French, American, and Belgian, with a core subgroup in Paris and others in US, Brussels, Latin America, and Asia
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Case Study Highlights
American global strategy: transfer a proven marketing management method to French retail customer, Voila Product Family Management (PFM)
Creates a business plan around a product familyMultifunctional partner team leads projectGrounded in detailed shopper research that drives store-level decision makingRequires close collaboration between manufacturer and retailer
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Contrasting Business Models
PFM business modelMulti-skilled team with strong leaderClose partnershipOpen and direct access to customerAnglophone
Voila business modelPowerful functional managersArms’ lengthAccess to customer via hierarchy Francophone
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Case Study Highlights
PFM pilot test set up in a Voila store in AsiaHard business results would prove conceptGlobal network assembled to run pilot
Anxious Voila middle managers champion a “French Way” to do PFM
Enlist French members of Celestial GDTFormer French team leader signs up to help
Warring factions break out on GDTPower struggle between Fr and Am leaders
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Case Study Highlights
Voila executives reject successful pilot test results, much to Americans’ surpriseAm GDT leader orders merger of Fr and Am projects “Videoconference from Hell”
Threat of career ruination for GDT members
Shuttle diplomacy surfaces hidden knowledge within GDT; learning from experience
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Case Study Highlights
Fr leader leaves and Am takes overEnd of power struggle
Evidence of increase in convergence and decrease in divergence
Negotiation of consensus on PFM Behavioral convergence • New structure for GDT
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Geographic Distribution Patterns
Fault LineCo-occurrence of multiple forms of difference in one placeDifferentiated from other such co-occurrencesStrong identity
Power ClusterConcentration of people on the groundCo-located with key corporate resources (e.g., HQ)Agents with agendas
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ñ-1Celestial Corp. (French Customer) - End
ô-2Texaron (NPL)
ò+2Automotive Supply Corp.(Japan Co New Biz)
ò+1HTM (ISO)
ò+2Celestial Corp. (French Customer) - Start
ñ-1HTM (TP8)
ñ-0Ramtech (CPS)
PerformanceStrong Fault Lines
Power Clusters
GDT
Geopolitical PatternsGeopolitical Patterns
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Agency
All successful cases involved active agency aimed at shared cognition
E.g., Ramtech CPS Team
Convergence is partly a function of the agents’ manipulation (“mastermind”)Political agendas played out on global stagePlayers with global reach trump others
Worldwide scope of action; “colonization” of others’ territory; cosmopolitan competency
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