Teaching Note: The Leo Burnett Company Ltd.: Virtual Team Management

Details

Serval ID
serval:BIB_5C08DC80AF3C
Type
Article: article from journal or magazin.
Publication sub-type
Case report (case report): feedback on an observation with a short commentary.
Collection
Publications
Title
Teaching Note: The Leo Burnett Company Ltd.: Virtual Team Management
Journal
Ivey Publishing 8B03M52
Author(s)
Dietz J., Olivera F., O'Neil E.
Publication state
Published
Issued date
2003
Pages
16
Language
english
Notes
Reprinted in Lane, H., DiStefano, J., & Maznewski, M. (2005). International Management Behavior (5th ed.). Oxford, United Kingdom: Blackwell Publishers. Reprinted in Seijts, G. H. (2005). Cases in Organizational Behavior. Thousand Oaks, CA: Sage Publications. Reprinted in McGee, J., Thomas, H., & Wilson, D. (2005). Strategy: Analysis and Practice (1st ed.). Berkshire, United Kingdom: McGraw-Hill.
Abstract
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.
Create date
14/05/2009 16:06
Last modification date
20/08/2019 15:14
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