engleski

Communication challenges to virtual organization

A virtual organization is a collection of geographically distributed, functionally and/or culturally diverse entities that are linked by electronic forms of communication and rely on lateral, dynamic relationships for coordination. Although virtual organizations provide employees the freedom to work from any place and at any time, this type of spatial dispersion threatens the very meaning of organizations. Identification is found to be the critical glue linking virtual workers and their organizations. However, the question is how do employees in a virtual context build and sustain organizational identification. Communication may be an answer to the question. Communication is fundamental to any form of organizing, but is preeminent in virtual organizations. Without communication, the boundary-spanning among virtual entities would not be possible. Virtual organizations need a communication strategy that develops the organizational culture and community, improves effectiveness and teamwork, and enhances individual performance. Relative to more traditional settings, communication processes that occur in virtual contexts are expected to be rapid, customized, temporary, greater in volume, more formal, and more relationship-based.

virtual organiozation; communication; organization identification; communication process

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