Dissertation
Exploring the relationship between rich media communication and knowledge sharing in global virtual teams
Doctor of Business Administration (D.B.A.), Drexel University
Mar 2021
DOI:
https://doi.org/10.17918/00000553
Abstract
During 2020, in response to the Covid-19 pandemic, the business world learned it no longer required dedicated workspace for its office employees to perform their assigned functions. Thus, businesses transitioned many employees to a virtual workforce with all needing to learn how to remotely use information and communication systems such as Microsoft Teams and Zoom. The most underutilized feature of these systems was the use of live video. Communication breakdowns in global virtual teams can be a significant problem, resulting in limited knowledge sharing across the team. The goal of this study was to examine the use of rich media as a communication method to share equivocal or complex knowledge within a virtual global team. We proposed that the increased use of rich media (i.e., Live Video Chat) in virtual teams would strengthen the sharing of equivocal knowledge, thus improving cultural intelligence and organizational learning. The setting for the study was the international ecommerce team for a global consumer packaged goods (CPG) manufacturer with offices located in 20 countries. This study used a mixed method longitudinal 10-month field study that began in January 2020 prior to the Covid-19 pandemic and ended in October 2020. We collected and combined quantitative and qualitative data in the analysis to develop a new theory concerning the relationship between communication using rich media and knowledge sharing resulting in increased organizational learning in global virtual teams. Once global virtual teams routinely utilize rich media for communications, they often feel conversations are more informative and feel that something is missing using just verbal communications. The use of live video becomes a habit for many virtual team members after utilizing it for most communications over an extended period. Bonds begin to form across these team members who utilize rich media habitually. These bonds lead to more information being communicated, thus increasing knowledge sharing. Specifically, team members often insist on utilizing live video when discussing equivocal knowledge because observing non-verbal cues is especially needed when communicating complex information. Once this knowledge is shared, it can then be turned into organizational learning. These findings are not specific to only global teams. They can be applied to any team that is conducting work virtually.
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Details
- Title
- Exploring the relationship between rich media communication and knowledge sharing in global virtual teams
- Creators
- James T. Baynum III
- Contributors
- Daniel Tzabbar (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Business Administration (D.B.A.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xi, 125 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 991014941448104721