Media Selection Theory For Global Virtual Teams

Abstract

This study proposes a behavioral complexity theory for media selection in global virtual teams. This theory captures multiple contingencies into one holistic approach. Unlike existing linear and mechanistic theories of media selection, this heuristic theory moves away from the universal models that were previously proposed. The behavioral complexity theory assumesambiguity, complexity, and a nonlinear, organic, and holistic process. This theory emphasizes the role of media repertoire,the ability of individuals to differentiate situations according to multiple contingencies, and their flexibility to effectively use multiple media in any particular situation. This theory is examined in a context of exploratory case study of global virtual teams’ media selection in one of the leading fortune 500 corporations.