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The formation and management of virtual teams in T Telecom Company


Virtual marketing teams have emerged in T Company, a regional branch of China Telecom, and led to tremendous success in recent years. It is beneficial to explore the reasons behind such a phenomenon and to identify the factors leading to high performance. Investigating these issues also helps deepen our understanding of managerial experience and some important organizational changes that Chinese state-owned enterprises are going through. In this case study, analysis of the characters of high performing virtual marketing teams in T Company concentrates on four main team processes, namely virtuality and communication, personnel selection, trust, and motivation. Key factors contributing to the team’s high performance are analyzed, and the implications of the results for management and future research directions are also discussed.


T 电信公司作为中国电信的市级分公司, 近些年出现了营销虚拟团队并取得了良好的业绩。 考察这些现象有助于认识电信营销虚拟团队出现的原因, 深入理解当前中国国有企业的一些重要组织变革及其可借鉴的맜理经验。 通过研究将T 公司电信营销虚拟团 队的高绩效特征聚焦于虚拟性与沟通、 人员选择、 信任、 激励四个主要的团 队过程, 分析了T 公司虚拟营销团队在实际运作中导致高绩效的关键因素, 最后讨论了研究结果的맜理蕴涵与未来研究方向。


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Correspondence to Kai Zhang.

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Zhang, K., Wang, J. The formation and management of virtual teams in T Telecom Company. Front. Bus. Res. China 2, 591–620 (2008).

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