Type:

Year:

Supervisor:

Institution:

Page(s):

Abstract:

Virtual teams and communities become a widely spread collective relational mode. They have specific characteristics: geographical distances, physical meetings rare or nonexistent, ability to include large numbers, ease of input-output, dominant written communication, erasure of social status. They can benefit from a large number of web 2.0 collaborative tools with their own capacities, such as the storage of communications, the possibility of synchronous and asynchronous dialogue, multiple simultaneous exchanges, eventual anonymity. The ecollaboration requires the acquisition of a new imperative skill that we call virtual management. Based on the Systemic Analysis and Adaptive Structuration Theory, this research proposes a model, a measurement and a method, the Virtual Entities Management Support. The model is a representation of a virtual entity in three functional dimensions: the collective value, member satisfaction, and flexible frontiers. It is based on the concept of adjacency, which adds to the two roles of the individual - the agent acting for the community, and the actor acting for himself - the person connected to other individuals or communities with the same area of interest. Any virtual entity is connected to adjacent individuals and communities, an area of interest of the virtual management. The proposed measurement of e-collaboration includes the use and the interest for 18 collaborative tools. It was conducted with a sample of 199 companies for three years. This database processing has enabled the creation of the model. It reveals subgroups hostile or for e-collaboration and under what conditions it is interesting. It provides trends. Thus, the practice of community management begins to be used internally in the management of virtual teams. The sample of large firms also showed that ecollaboration is ahead in an emerging country, Vietnam, compared with France. The research also proposes a Virtual Entities Management Support method, called VEMS. It starts with an analysis of the environment, the definition of a strategy in three dimensions, and then determines the functions of the team or community, the attitudes and its appropriate tools. It offers a choice of 18 functions and 79 attitudes derived from the literature recommendations and enriched with the sample observations. This method has been applied to five virtual entities of different kinds: internal to an industrial manufacturer and a large bank, external to a social network, a community of fans of web series, and another community of fans of cookery. This entities include from 40 up to 160,000 members. For each, a strategy has been defined, with a specific set of attitudes and tools, the starting point of an operational program. Five functions and 22 attitudes are common to all the entities studied, six of which relate to adjacencies. They can be considered as the foundation of virtual management. The method has also been deployed to four brand communities of a sector with low consumer engagement. Four scenarios were deducted, including the participation to an adjacent community, preferable to the creation of a brand community.

Keywords:

virtual teams, virtual management, communities, collaboration, adjacency, Virtual Entities Management Support, adjacent community, collaboration measurement, collaboration model