Nguyen Truc Phuong - Case LB.docx - Intercultural...

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Intercultural Management Case Study 2: Individual Report Leo Burnett Company LTD.: Virtual Team Management 1. Assume the role of a Leo Burnett employee. How is your role as part of the Forever Young virtual team different from your normal everyday work environment and duties? Leo Burnett Inc. is a global advertising company founded in 1935 in Chicago, United States. It is well known for many successful marketing campaigns worldwide for multinational clients including Kellogg and Marlboro. The general work environment and duties at Leo Burnett agency, which involve face-to-face teams , are fast changing, dynamic with constant communication flows across all organizational levels. The company has an open, creative office environment, which facilitate face-to-face interactions among employees and frequent interaction with clients in response to their requests. Furthermore, employees have intensive workload, long working hours, up to 60 hours per week, and are given tasks addressing client needs and projects within tight timeframes. In contrast, the general characteristics of the Forever Young virtual team include team members working in different markets and offices, and focusing on distinct issues. Apart from the physical separation, there is an absence of face-to-face interaction between team members. Indeed, remote communication was mostly used. It is safe to imply that collaboration with one another is more limited compared to the normal teams as for instance; the virtual team members had to explain the project components to their managers repeatedly, taking a longer time. In addition, the Forever Young virtual team has a complex matrix

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