CROSSFUNCTIONAL TEAMS IN PRODUCT DEVELOPMENT - ACCOMMODATING THE STRUCTURE TO THE PROCESS

This article reports the conclusions from a study of crossfunctional product development teams with emphasis on the implications for altering organizational structure to accommodate team process. A comparative study of teams in four U.S. firms, using anthropological and sociolinguistic methods, found that team work is inherently paradoxical. It poses numerous contradictions and paradoxes for individuals, teams, and organizations. At one of the research sites, tacit recognition of this reality and a conviction that teams were critical to product development led to a continuous accommodation of the organization to the requirements of team work and to impressive organizational outcomes. Conceptual and managerial lessons are drawn from this successful case and are offered here to help guide both future research and the actual implementation of team work in firms.