The Leo Burnett Company Ltd.: Virtual team management

Détails

ID Serval
serval:BIB_7B900BC9B011
Type
Actes de conférence (partie): contribution originale à la littérature scientifique, publiée à l'occasion de conférences scientifiques, dans un ouvrage de compte-rendu (proceedings), ou dans l'édition spéciale d'un journal reconnu (conference proceedings).
Collection
Publications
Titre
The Leo Burnett Company Ltd.: Virtual team management
Titre de la conférence
Annual Conference of the Administrative Sciences Association of Canada Proceedings - Case Track Division
Auteur⸱e⸱s
Dietz J., Olivera F., O'Neil E.
Adresse
Quebec City, Quebec
Statut éditorial
Publié
Date de publication
06/2004
Peer-reviewed
Oui
Langue
anglais
Résumé
Leo Burnett Co. Ltd. is a global advertising agency. The company is working with one of its largest clients to launch a new line of hair care products into the Canadian and Taiwanese test markets in preparation for a global rollout. Normally, after a brand launching, the global brand center turns over the responsibility for the brand and future campaigns to the local market offices. In this case, however, the brand launch was not successful. Team communications and team dynamics broke down in recent months and the relationships are strained. Further complicating matters are a number of client and agency staffing changes that could jeopardize the stability of the team and the agency-client relationship. The global account director must decide whether to proceed with the expected decision to modify the global team structure to give one of the teams more autonomy or whether to maintain greater centralized control over the team. She must also recommend how to move forward with the brand and determine what changes in team structure or management are necessary.
Création de la notice
19/05/2009 13:18
Dernière modification de la notice
20/08/2019 15:37
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