|Published online: May 31, 2017||$US5.00|
This paper examines the role that cultural identity plays on the performance of virtual teams, that is, teams that meet asynchronously with the support of IT. Group technologies are said to be culture-bound and, consequently, the performance of virtual teams is expected to be moderated by cultural factors. The paper analyzes the moderating effects of cultural identity elements (i.e., uncertainty avoidance, power distance, and individualism/collectivism) on the efficiency and effectiveness of virtual teams in two cultural settings, namely Colombia and the United States (US). Per the findings of the study, the perceived performance of virtual teams in Colombia and the US was statistically different. Virtual teams in Colombia perceived they were more efficient and effective than those in the US. Positive perceptions are associated with better team performance. A direct implication of the findings of the study is that teams in cultural settings with characteristics like those prevailing in Colombia can benefit from completing their tasks in virtual environments.
|Keywords:||Culture, Virtual Team, Group Technology|
Professor, Marketing and Management Department, Cotsakos College of Business, William Paterson University, Wayne, NJ, USA
Full Professor, Marketing & Management Department, William Paterson University, Wayne, New Jersey, USA
Assistant Professor, Marketing & Management Department, William Paterson University, Wayne, New Jersey, USA
Marketing & Management Department, William Paterson University, Wayne, New Jersey, USA