1.

Introduction - Purpose/Vision
1. As West Coast Transit experiences a more competitive market, the company
must adapt to changing conditions. After the companys largest competitor
released fifty new flight plans, West Coast Transit has been struggling to maintain
its status. In response, West Coast Transit is planning a release celebration for
the new Boeing-747, in conjunction with the release of a new marketing strategy.
The release is only six weeks away, and with the deadline approaching quickly,
the managers need to put together a team who can execute the CEOs new
vision. The team will be tasked with developing a new marketing strategy for
West Coast Transit in the face of significant competition and a six week time limit
before the release of a new jet. Despite having significant challenges, such as
long hours and task-saturated employees, the new marketing team does have
some positive attributes. The team will be working with a strong budget, which
should allow them some freedom in their planning. Additionally, West Coast
Transit has reinforced a leadership philosophy that focuses on the employees
rather than high-level stakeholders. The company recognizes that providing
employees with good working conditions results in better employee and customer
satisfaction. Now, it is up to the management team to pick six employees to be a
part of the new marketing team.
Evaluation factors??? (sorry thats my contracting background coming out- but do we want to
come up with some objective criteria for deciding how to compare them?)
2. Members chosen
a. Traits they have making them valuable assets
i.
We should look for members with a broad range of abilities and
experiences
1. Katelyn driven; thrives on being engaged in challenging tasks;
produces impeccable work under pressure
1. Motivation: challenging tasks, public accolades
2. Weaknesses: sets unreasonable standards for her
teammates
b. Bob -- team player; tenured; can over-react; brash
1. Motivation: intrinsic values -- job well-done; does not
need to be publically recognized; highly motivated by
extrinsic values
2. Weaknesses: known to take on too many tasks, but
perceived as team player
b.
1. Motivation:
2. Weaknesses:
ii.
They should have some foundational similarities that can help tie the
team mission to the organizational identity -- team players
b. Why other people were not chosen
i.
Because time is of the essence, we may want to consider peoples ability
to coordinate and be team players as paramount
2. How the team will be influenced/motivated based on diverse factors (conflict
management)

a. Factor 1:
b. Strategy 1:
2. Discuss what strategies we will use to work the team towards the vision discussed in the
intro
a. Strategy 1 - Consider how to reward hard work without being able to give time off
or overtime
i.
Explanation: intrinsic rewards -- acknowledge the great work the team is
doing and acknowledge individual work that contributes to the overall
success of the team (Kreitner & Kinicki, 2013) pg. 250
ii.
Application: send emails to leadership and employees about the great
work being done on individual and team levels; send success stories to
leadership and highlight want employees have been doing to achieve the
overall goal
b. Strategy 2
i.
Explanation: extrinsic rewards reward members and teams with costeffective benefits (Kreitner & Kinicki, 2013) pg. 250
ii.
Application: cater lunch or dinner for employees working long hours or
overtime on the project
b. Strategy 3 -- Positive reinforcement
i.
Explanation: Positive reinforcement is the process of strengthening
behavior by contingently presenting something pleasing (Kreitner &
Kinicki, 2013). Pg 257
ii.
Application: continuous application of positive reinforcement that
employees and teams are doing a great job while providing positive
guidance on areas that each can improve upon. According to Kreitner &
Kinicki (2013), positive reinforcement builds loyalty and encourages
employees to strive for excellence.

References:
Kreitner, R., & Kinicki, A. (2013). Organizational behavior (10th ed.). New York: NY: McGrawHill/Irwin.