MKTG 640 – Organizing Effective Teams Dr. Dennis Pitta University of Baltimore

In Industry… z Mostly used for New Product Development z Functional Emphasis V. Project Emphasis

Functional Emphasis vs. Project Emphasis - options z Functional: work is done by the various departments, very little project focus. z Functional Matrix: A specific team with people from various departments; project related to the current business. z Balanced Matrix: Both functional and project views are considered. z Project Matrix: High projectization, team people are project people first and functional people second. z 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 LowHigh Independence of Group LowHigh % of time spent on project by member LowHigh Importance of ProjectLowHigh Degree of risk of project to firm LowHigh

Implications … with more project- oriented organized teams z more active leader z more willing to break the rules z with a more independent group z spending more time on an important project z costs more (so funded externally) z more likely to fail z Disruptive z greater impact -- a “home run” – is successful

A team is: z A group of individuals working interdependently to achieve a common goal.

Your Team Experiences?

Design of Core Team z Leader(s) z Members/Participants y Multifunctional knowledge y Team goals/objectives z Facilitator

Selection of Team Members – Diversity is Key

Diversity z Knowledge – interests, passions z Functional responsibility z Personality  Skills/Abilities

What Personality Types are on Effective Teams? z Rationalist z Strategist z Inventor z Facilitator

Roles of Participants in Effective Teams – part 1 z Rationalist y the “show-me” person z Strategist y Longer-range thinking y Managerial – thinks like the CEO y Spelled out the Product Development Charter (PDC)

Roles of Participants in Effective Teams – part 2 z Inventor y Idea source y Creative, scientist y “Basement inventor” -- customer, ad agency person etc. z Facilitator y Enhance team’s productivity and output

What does this have to do with KSA’s and stuff?

Personality - Temperament z Rationalist - Director z Strategist - Communicator z Inventor - Thinker  Facilitator - Integrator

Temperament Styles z Integrator (I) z Communicator (C) z Director (D) z Thinker (T)

Team Building z Everyone participates z Team learning is the objective z Ongoing activity  Costly

Roles for team members z meeting leader z contribute expertise z researcher/analyst z note taker z timekeeper  facilitator

Team Building z Priority/Commitment z Expectations z Goals  Operating guidelines

Team Tools z Agenda z Team Building z Goals y Vision y Mission y project  Process management