Tools and Techniques to Enhance Team Effectiveness in Multicultural Virtual Sales and Marketing Teams

  • Laetitia Bérénice Schmitt

Student thesis: Master's Thesis

Abstract

Purpose of Research: This master's thesis addresses the challenges associated with managing multicultural virtual sales and marketing teams, focusing primarily on the b2b sector. The principal objectives are to recognize the complexities of such teams, identify tools and techniques for improving the team effectiveness, as well as determining how they can improve the team effectiveness. Methodology: The research applies a dual approach, extensive literature review combined with qualitative empirical research. Literature review refers to the analysis of challenges and solutions for multicultural virtual teams with the help of the T7 model of team effectiveness. The empirical research consists of in-depth interviews with managers of multicultural virtual teams, as well as with experts in virtual team tools and techniques. The analyze of the interviews follows the steps of Braun and Clarke's thematic analysis. Key Findings and Implications: There are many significant challenges to running a multicultural virtual team. First, there are communication barriers due to differences in languages, styles of communication, and lack of non-verbal cues that can result in frequent miscommunication. Another aspect includes cultural conflicts because of the diverse background that may lead to stereotyping, distrust, and even conflict. Then, there are technological challenges like poor connectivity, old hardware, and inappropriate use of communication tools. Also, "Zoom fatigue" reduces teams' effectiveness because of the cognitive overload from a large number of virtual meetings. Increased complexity in scheduling and organisation of tasks due to many time zones, and finally, it's harder for the team to bond and create a sense of belonging when onboarding new people remotely. Different tools and techniques make it possible to overcome all these obstacles. Tools for collaboration allow meetings and communication to happen frequently. Project management tools are useful for progress tracking and management of deadlines. Finally, recognition platforms will drive employee engagement by recognizing and appreciating performance. Advanced technologies like AI, VR, and AR bring collaboration, training, and virtual meetings to the next level of experience. Intercultural training programs raise cultural awareness and enhance communication skills; effective leadership practices ensure that trust is built so the well-being of the team is realised. Flexible work policies and effective scheduling strategies offset challenges brought about by different time zones. Implications encompasses recommendations for managers of b2b sales and marketing teams on how to lead their multicultural virtual teams efficiently as well as recommendations for experts proposing solutions for these kind of teams on how to stay competitive and improve their offering.
Date of Award2024
Original languageEnglish
SupervisorMonika Pleschinger (Supervisor)

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