Virtual Teams and the Appropriation ofCommunication Technology: Exploring the Concept of Media Stickiness

Authors:
Marleen Huysman;Charles Steinfield;Chyng-Yang Jang;Kenneth David;Mirjam Huis In 'T Veld;Jan Poot;Ingrid Mulder
Affiliations:
Faculty of Economics and Business Administration, Vrije Universiteit Amsterdam, The Netherlands (E-mail: mhuysman@feweb.vu.nl);Michigan State University, USA;Michigan State University, USA;Michigan State University, USA;Faculty of Technology, Policy, and Management, Delft University of Technology, The Netherlands;Faculty of Technology, Policy, and Management, Delft University of Technology, The Netherlands;Telematica Instituut, The Netherlands
Venue:
Computer Supported Cooperative Work
Year:
2003

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Abstract

This paper reports on an exploratory study of the evolving useof communication tools by six globally distributed teams. Theanalysis suggest that although teams have similar start-upconditions they evolve in different ways. We describe thesedifferences as being a result of the different routine patterns ofmedia use that the team members mutually enacted. Based on ananalysis of six US-Dutch virtual teams, we propose the notion of'media stickiness', a phenomenon the teams experienced during theprocess of structuring media-use patterns. We will argue that inthe case of virtual teams, the evolution of media usage seems to bepath dependent. Steps taken by a team in the early stages of itslife cycle constrain later flexibility in terms of media usage.Media stickiness has several implications both for the way tomanage virtual teams as well as for the way teams deal withinformation problems that seem to be endemic for global virtualteams.