Assignment: Verifone’s company Culture

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Assignment: Verifone’s company Culture

Assignment: Verifone’s company Culture

Consider the New York‐based marketing firm CoActive Digital whose president decided to implement a wiki to have a common place where 25 to 30 people could go to share a variety of documents ranging from large files to meeting notes and PowerPoint presentations.19 An added benefit was that the wiki was encrypted, protected, and could be used only with a virtual private network (VPN). The president recognized that the challenge for imple- menting the wiki would be to change a culture in which e‐mail had long been the staple for communication. Conse- quently, he decided to work closely with the leader of the business development group. This group handles inquiries from customers and coordinates the work (i.e., marketing campaigns) internally. The group needed to hold many meetings and share much work. He populated the wiki site with the documents that had formerly been traded over e‐mail and asked the leader to encourage her group members to use the wikis. It took some effort, but eventually the group learned to appreciate the benefits of the wiki for collaboration and to reduce members’ dependence on e‐mail.

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Verifone’s company culture is one that encourages information sharing. A story is told of a new salesperson who was trying to close a particularly big deal. He was about to get a customer signature on the contract when he was asked about the competition’s system. Being new to the company, he did not have an answer, but he knew he could

FIGURE 4.2 Collaboration technologies matrix: Examples of key enabling technologies. Source: Adapted from Geraldine DeSanctis and R. Brent Gallupe, “A Foundation for the Study of Group Decision Support Systems,” Management Science 33, no. 5 (May 1987), 589–609.

Team Works at the Same Time Team Works at Different Time

Team Works in the Same Place Face‐to‐face meetings

Meeting room technologies

Document sharing systems (wikis)

Electronic bulletin boards

Document sharing systems (wikis)

Team Works in Different Places Video conferencing

Chat rooms

Texting (SMS) and instant messaging (IM)

Document sharing systems (wikis)


Microblogs (e.g., Twitter)

Texting (SMS) and instant messaging (IM)

Document sharing systems (wikis)

19 C. G. Lynch, “How a Marketing Firm Implemented an Enterprise Wiki,” (accessed July 9, 2008).

c04.indd 82 11/26/2015 7:16:44 PM
83How Information Technology Changes the Nature of Work

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