Team Development Intervention Case Study

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Team Development

The macro level problem is that there is no coordinated, integrated approach to product development. Structurally, the task of identifying opportunities, developing products and then developing manufacturing capabilities is split among several units. This is a major issue because it causes conflict among the different units, and it likely reduces the company's ability to respond to opportunities as well.

On a micro level, there are a number of issues. The first is that there is no real coordination between the different units. The left hand does not know what the right hand is doing. This is sloppy for dealing with customers and a real problem when dealing internally as well because of the conflict that it creates. Several people have identified this problem, yet there is no leadership of product development. The person in charge of this is the Administrative Vice President and they are nowhere to be found here. Further, there do not appear to be any formal mechanisms for communication between the different units. This leads to turf wars, mistrust, and again it inhibits innovation as well.

2. Causes

The main causes of these problems stems from a) a lack of leadership but more importantly b) an organizational structure that creates this formal divisions and power structures that divide these different units when their common objectives clearly indicate that they should be working closely together.

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3. Systems Affected

a. The structural system affected is the new product development system. Where the different functions (product development, engineering and marketing) should all work together on this, they currently do not, to the detriment of product development.

b. Psychological issues here revolve around ego and turf-defending. Marketing in particular has turf-defending grievances when product development staff talk to customers, for example. The other units have these sorts of turf and ego issues as well, because they all see the other units as a threat to their own contribution to the company, an entirely unhealthy attitude -- a bad form of internal competition.

c. From a technical perspective, this issue is problematic because the products are development more with technical needs in mind, rather than customer needs. There is some customer input, but perhaps too much emphasis on "what can be produce" instead of "what does the customer need."

d. From a managerial perspective, the….....

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