THE NEW-PRODUCTS TEAM
(FROM CHAPTER-18 TEAM AND TEAMWORK)
This case study is basically talks about team work, that how the team
work and how conflict and the misunderstanding arise when there
any task has been given to a group especially when they all are of
These case studies basically contain four characters.
They are basically working as a team and had been formed to
design the market introduction of the company’s newest
This was the first time ever the company was doing retailing a
product. Their group was handling adverstment, promotion,
distribution and rollout and for anything else they though.
Right from the starting the team had not work well
All four members are of same level in company (reason
for being not working properly).
Struggling for leadership during early meeting.
Ben and other belief that Karen cannot be a good leader
because she is a lady and lady can’t be a good leader.
They were not divided for the task properly means the
work that who has to perform which task was not being
guided by any one.
Most important that there was communication gap
between members that why they were not able to do the
Que1) why is Karen group having problems?
Ans: - Karen group having problem because of following
They all belong to same level in their organization.
They were not properly guided for the task that who is
going to do what task.
The team leader was not decided.
Lack of communication among the group member’s can
be easily seen over there.
That is the team was less cohesive, there was lack of team
work also they lack in coordination.
Que2) can you use the Shea –guzzo model to give Karen a
better idea of why the group is dysfunctional?
Ans: -according to Shea-guzzo Group interaction
processes are necessary for the group to transform
individual inputs into group outputs (Guzzo & Shea, 1992;
Steiner, 1972) such as innovation. In terms of the group
innovation process, they believe that group support for
innovation will be instrumental in transforming individual
inputs, in the form of creative ideas, into group
As we know that Karen and his group has provided the
work which is very new to them is provided marketing of
retail products so being innovative work they need to
support each other so that they can work good and
Que3) what should Karen do now?
Ans: - Karen needs to follow these underlying steps to
make team effective working.
They need to divide proper work to all so that each
can support in their work.
They should maintain and strengthen group and
norms so they can work properly.
They should help members to perform the task.
Cohesiveness should be increase within the team so
that they can work in coordination
Guidelines should be provided for making team
work more effectively.
As it is a kind of self mange team so they need
proper hierarchy in order to perform individual