The contribution of ICT and face-to-face to the effectiveness of the coordination of distributed NPD project teams

Abstract

In the last twenty years, new product development (NPD) teams have been characterizedby increased spatial and temporal distribution. Some authors assert that this distributionhinders the coordination of these teams, especially because it limits the opportunities for ex-change as well as the use of face-to-face dialogue. Other authors consider that coordina-tion through ICT is as effective as face-to-face communication. Although scholars havebeen debating this point for years, the issue has never been empirically validated in thecase of NDP project teams. To fill this gap, we study the influence of technological and non-technological media on coordination by taking into account the distribution level of NPDteam members. Results of PLS modelling indicate that the effect of the various media on co-ordination varies according to the level of spatial and temporal distribution. The resultsdispute the relevance of face-to-face exchanges when project teams are highly distributed,teams in which coordination is frequently based on the use of ICT (for design support andfor task organization). Therefore, this study indicates that the richness of media does notalone explain the media’s efficiency. We also contribute to the literature which tends toequate team distribution to the media type by showing that the two concepts are different