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