Importance of Virtual Teams in Creating Global Identity for Brands

This memo evaluates the importance of virtual teams in creating a global identity for brands. It discusses how virtual teams help in creating a global identity for the brand, how technology makes room for talented people to build effective virtual teams, and the importance of face-to-face communication in virtual teams.

Persuasive evaluation on
virtual teams

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To: Marketing Director of company XYZ
From: Student name
Date: 4 December 2018
Subject: The importance of virtual teams
For the memo, secondary research has been conducted by me that defines the importance of
virtual teams to create an international identity of the brand in the nation. According to my view,
virtual teams are considered to be best for the company and thereby an argument that supports
the fact will provide in this memo. The thesis is based on two arguments of which one is that
virtual teams help to create an international identity of the company in the nation and the other
one is that technology makes room for talented people to build the effective virtual teams. Lastly,
a rebuttal or counter-argument is made that define the importance of face-to-face communication
of team rather than a virtual team.
Virtual teams help in the creation of global identity for the brand
The members of virtual teams are talented as well as enthusiastic, and they know by which
means they can easily create the brand identity in the international market. According to the
author Gilson et al., (2015), virtual team members can maintain social interaction with the people
of different countries and also fulfill the commitment while working in a group. The author also
suggested that due to the high grade of commitment it brings confidence among each member,
and thereby the company trusted these groups of employees in comparison to other team
members. Therefore, in order to increase the global identity, they often use various technological
procedure by which they arrange a virtual meeting with the international firm (Lukić and Vračar,
2018). This procedure not only helps the virtual team members to know about the international
brand but making some strategy they can easily convince the global firm to promote their
business in the market. By following this strategy, the virtual team members can easily create
their brand position as well as identity in the global market. It is recommended that if the virtual
team members of the native brand and international brand communicate with each other both of
the companies then easily promote their brand identity in the global market.

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Technology bounded to make effective virtual teams with talented people
Technology supports to make virtual teams of talented peoples in accordance with the whole
nation. The talented people of virtual teams are united by both synchronous and asynchronous
communication procedure. In the words of Giesbers et al., (2014), the main aim of building
synchronous communication approach is to interact with several numbers of virtual team
members at the same time. Some synchronous communication processes are instant messaging,
web presenting, online chatting and screen sharing and so on. Therefore, this communication
procedure will help people to meet through use of various techniques and thereby it can easily
unite the talented virtual team members of the whole world. In the opinion of Wadsworth and
Blanchard, (2015), asynchronous communication procedure occurs in the different time frame
and by this interactive process the virtual team members can easily understand one another. The
author suggested that some virtual team members are not confident to interact with other
members in terms of the global basis. For this reason, this group of virtual members often uses
this asynchronous mode of communication procedure. Therefore for this members, I should
recommend that synchronous communication procedure will be more effective than
asynchronous communication approach because with the help of synchronous communication
tool the virtual team's members can use facility team bonding easily rather than by using
asynchronous communication tool.
Face-to-face communication more useful to virtual teams
The author Gillespie et al., (2017), argued that face-to-face communication is lacking in between
the virtual team members and therefore it is consider to be a useful approach. It is seen that lack
of interaction may often rise to several communication problems and thereby trust issues are also
can generate in between the members. The author suggested that the virtual team members
always use technology for communication purposes and thereby they somewhat lack face-to-face
communication approaches. Due to these reasons sometimes moral goes down which causes lack
of identification in between the team members that may create issue for project. However, the
author Wadsworth and Blanchard, (2015), suggested that asynchronous communication has some
advantages over of face-to-face communication because with the help of this asynchronous
communicative approach the virtual team member should evolve discussion on certain matters,
to take quick decision and also build the trust of other members. While on the other hand, many

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scholars suggested that when the key structures are in particular place then virtual teams may can
outperform and hence it is proved that face-to-face communication become weaken the virtual
team communicative approach and therefore it is not an important approach for the visual team
members.
Therefore it is concluded that the virtual team members help in developing the international
identity of the brand where they are working, and various evidence shows that with the help of
technology the team members can reunite their talents from the whole nation. In addition, an
argument develops that demonstrate the importance of face-to-face meetings because it helps to
discuss the fact properly and thereby it should be useful for the virtual team members.

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References
Giesbers, B., Rienties, B., Tempelaar, D. and Gijselaers, W., 2014. A dynamic analysis of the
interplay between asynchronous and synchronous communication in online learning: The impact
of motivation. ‘Journal of Computer Assisted Learning’, 30(1), pp.30-50,
doi:10.1111/jcal.12020.
Gillespie, N., De Jong, B., Williamson, I.O. and Gill, C., 2017. Trust Congruence in Teams: The
Influence of Cultural Diversity, Shared Leadership, and Virtual Communication. In ‘Academy of
Management Proceedings’ (Vol. 2017, No. 1, p. 15580). Briarcliff Manor, NY 10510: Academy
of Management.
Gilson, L.L., Maynard, M.T., Jones Young, N.C., Vartiainen, M. and Hakonen, M., 2015. Virtual
teams research: 10 years, 10 themes, and 10 opportunities. ‘Journal of Management’, 41(5),
pp.1313-1337, doi: 10.1177/0149206314559946.
Wadsworth, M.B. and Blanchard, A.L., 2015. Influence tactics in virtual teams. ‘Computers in
Human Behavior’, 44, pp.386-393, doi:10.1016/j.chb.2014.11.026.
Lukić, J.M. and Vračar, M.M., 2018. Building and nurturing trust among members in virtual
project teams. ‘Strategic Management’, 23(3), pp.10-16.