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Virtual Team Dynamics Case Study

This case study explores the dynamics of a virtual team using computer-mediated communication (CMC) tools to develop a marketing plan. It highlights the effectiveness of platforms like Slack, Zoom, and Google Docs in facilitating collaboration while addressing challenges such as miscommunication and time zone differences. The study emphasizes the importance of clear communication norms and conflict management strategies in enhancing team productivity and trust in a virtual environment.

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2 views3 pages

Virtual Team Dynamics Case Study

This case study explores the dynamics of a virtual team using computer-mediated communication (CMC) tools to develop a marketing plan. It highlights the effectiveness of platforms like Slack, Zoom, and Google Docs in facilitating collaboration while addressing challenges such as miscommunication and time zone differences. The study emphasizes the importance of clear communication norms and conflict management strategies in enhancing team productivity and trust in a virtual environment.

Uploaded by

aphroditevenuslei
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Name: Mariane Mel Fariñas Instructor: Sir Genesis Damaso

Year & Section: AB English 3 Subject: CMC


TASK 1: Virtual Team Dynamics Case Study
In recent years, virtual teams have become increasingly common in both academic and
professional settings. The rise of computer-mediated communication (CMC) tools such
as Slack, Zoom, and Google Docs has made it possible for teams to collaborate
effectively across different locations and time zones. However, virtual teamwork also
presents unique challenges, including miscommunication, lack of non-verbal cues, and
difficulties in building trust. This case study analyzes a simulated online group project,
highlighting the key CMC tools used, group dynamics observed, and strategies
employed to overcome communication challenges and manage conflict.
The virtual team in this case study consisted of five members tasked with developing a
marketing plan for a new product. The team members were located in different cities
and relied entirely on CMC tools to collaborate. The primary platforms used were Slack
for messaging, Zoom for weekly video meetings, and Google Docs for real-time
document collaboration.
CMC Tools Used
Slack:
Slack was the team’s main channel for daily communication. It allowed members to
send instant messages, share files, and organize conversations into topic-specific
channels (e.g., #ideas, #deadlines). Slack’s notification system helped keep everyone
informed, but at times, the volume of messages led to information overload.
Zoom:
Zoom was used for weekly video meetings, which helped the team discuss complex
topics, brainstorm ideas, and clarify misunderstandings. Seeing each other’s faces
helped build rapport and provided some non-verbal cues that are often missing in text-
based communication.
Google Docs:
Google Docs enabled real-time collaboration on the marketing plan. Multiple members
could edit the document simultaneously, leave comments, and track changes. This
transparency made it easier to integrate feedback and ensure everyone’s contributions
were visible.
Teamwork Facilitation
CMC tools played a crucial role in facilitating teamwork. Slack channels kept
discussions organized and ensured that important information was easily accessible.
Google Docs allowed for seamless collaboration, reducing the need for lengthy email
threads. Weekly Zoom meetings provided a space for open dialogue, helping the team
align on goals and deadlines.
The team also established clear communication norms, such as responding to
messages within 24 hours and using @mentions to direct questions. These norms
helped set expectations and reduced confusion.
Challenges in Communication
Despite the advantages of CMC, the team faced several challenges:
 Miscommunication:
Without tone of voice or body language, some messages were misunderstood,
leading to minor conflicts or duplicated work.
 Time Zone Differences:
Scheduling meetings was difficult due to members being in different time zones.
Some members had to join calls early in the morning or late at night.
 Information Overload:
The high volume of Slack messages sometimes made it hard to keep track of
important updates or decisions.
 Lack of Social Interaction:
The absence of informal “watercooler” chats made it harder to build trust and
camaraderie among team members.
Conflict Management
Conflicts arose mainly from misunderstandings and missed deadlines. The team used
several strategies to manage and resolve conflicts:
 Open Communication:
Members were encouraged to voice concerns during Zoom meetings, fostering a
culture of transparency.
 Clarification Requests:
When confusion arose, team members asked for clarification in Slack or
scheduled quick calls to resolve issues promptly.
 Role Assignment:
Assigning specific roles and responsibilities helped reduce overlap and made
accountability clear.
 Feedback and Reflection:
At the end of the project, the team held a retrospective meeting to discuss what
worked well and what could be improved in future collaborations.
The team’s effectiveness improved over time as members became more comfortable
with the CMC tools and established trust. Early challenges were addressed through
clear communication norms and regular check-ins. The combination of synchronous
(Zoom) and asynchronous (Slack, Google Docs) communication helped balance
flexibility with the need for real-time interaction.
Over time, the group developed a sense of shared purpose and mutual respect.
Members who were initially quiet became more active as psychological safety
increased, and the team’s productivity and creativity improved as a result.
This case study demonstrates that while virtual teams face unique challenges, effective
use of CMC tools can facilitate teamwork, improve communication, and help manage
conflict. Establishing clear norms, leveraging both synchronous and asynchronous
tools, and fostering open communication are essential for virtual team success. As
remote work becomes more common, understanding and addressing the dynamics of
virtual teams will be increasingly important for organizations and individuals alike.
References
Allen, T. D., Golden, T. D., & Shockley, K. M. (2015). How effective is telecommuting?
Assessing the status of our scientific findings. Psychological Science in the Public
Interest, 16(2), 40–68. https://doi.org/10.1177/1529100615593273
Olson, G. M., & Olson, J. S. (2000). Distance matters. Human-Computer Interaction,
15(2), 139–178. https://doi.org/10.1207/S15327051HCI1523_4
Waizenegger, L., McKenna, B., Cai, W., & Bendz, T. (2020). An affordance perspective
of team collaboration and enforced working from home during COVID-19. European
Journal of Information Systems, 29(4), 429–
442. https://doi.org/10.1080/0960085X.2020.1800417

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