mktg 640 – organizing effective teams dr. dennis pitta university of baltimore
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MKTG 640 – Organizing Effective Teams
Dr. Dennis PittaUniversity of Baltimore
In Industry…
Mostly used for New Product Development
Functional Emphasis V. Project Emphasis
Functional Emphasis vs. Project Emphasis - options
Functional: work is done by the various departments, very little project focus.
Functional Matrix: A specific team with people from various departments; project related to the current business.
Balanced Matrix: Both functional and project views are considered.
Project Matrix: High projectization, team people are project people first and functional people second.
Venture: Team members pulled out of department to work full time on project.
Performance Success of the Five Organizational Options
Operating Characteristics
Characteristic Functional <-->Venture
Decision Power of Team Leader
Low High
Independence of Group Low High
% of time spent on project by member
Low High
Importance of Project Low High
Degree of risk of project to firm
Low High
Implications … with more project-oriented organized teams
more active leadermore willing to break the ruleswith a more independent groupspending more time on an important projectcosts more (so funded externally)more likely to failDisruptivegreater impact -- a “home run” – is
successful
A team is:
A group of individuals working interdependently to achieve a common goal.
Your Team Experiences?
Design of Core Team
Leader(s)Members/Participants
Multifunctional knowledge Team goals/objectives
Facilitator
Selection of Team Members –Diversity is Key
Diversity
Knowledge – interests, passionsFunctional responsibilityPersonalitySkills/Abilities
What Personality Types are on Effective Teams?
RationalistStrategistInventorFacilitator
Roles of Participants in Effective Teams – part 1
Rationalist the “show-me” person
Strategist Longer-range thinking Managerial – thinks like the CEO Spelled out the Product
Development Charter (PDC)
Roles of Participants in Effective Teams – part 2
Inventor Idea source Creative, scientist “Basement inventor” -- customer,
ad agency person etc.Facilitator
Enhance team’s productivity and output
What does this have to do with KSA’s and stuff?
Personality - Temperament
Rationalist - DirectorStrategist - CommunicatorInventor - ThinkerFacilitator - Integrator
Temperament Styles
Integrator (I)Communicator (C)Director (D)Thinker (T)
Team Building
Everyone participatesTeam learning is the objectiveOngoing activityCostly
Roles for team members
meeting leadercontribute expertiseresearcher/analystnote takertimekeeper facilitator
Team Building
Priority/CommitmentExpectationsGoalsOperating guidelines
Team Tools
AgendaTeam BuildingGoals
Vision Mission project
Process management