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Learning Goals The multinational organization is an increasingly common and important part of the economy. This case takes you into the world of a cutting edge muske software business seeking success across three very different national and organizational cultures lits managers need to make important decisions about how to structure work processes so employees can be satisted and productive doing very different tasks Major Topic Areas Organizational structure and boundaryless organizations Organizational culture Human resources Organizational socialization The Scenario Newskool Grooves is a transnational company developing mulk software. The software is used to compose music play music in clubs, and produce abus. Founder and CEO Gerd Finger is, understandably, the company's biggest fan. "I started this company from nothing from just me, my ideas, and my computer. I love music love playing music love writing programs for making music love listening to music and the money is nice, too." Finger says he never wanted to work for someone else to give away his ideas and let someone else profit from the wanted to keep control over them, and their image. 'Newskool Grooves is always ahead of the pack in this business, if you can't keep up youre out. And we were company everyone must keep up with Everyone knows when they get something from us, they're getting only the best and the newest The company headquarters are in Berlin, the nerve center for the organization, where new products are developed and the organization is the whole great deal of its coding work to programmers in Kiev, Ukraine, its marketing efforts are increasingly based in its Los Angeles ofics This division of a strayed technical expertise and cost issues The German team excels at design and production tasks Because most of Newkool's customers are Engih speakers, the Los Angesichten the best group to write ads and market products. The Kiev offices are filled with outstanding programmers who don't require the very high rates of compensation you'd find in German US offices. The combination of high-tech software, rapid reorganization and outsourcing makes Newsrool the very ention of boundaries organisation Finger also makes the final decision on hiring every employee for the company and places anavyomphasis on intendent on the why would want to put my company in the hands of people I can't count on?" he asks with a laugh. They have to believe in what were doing here really understand out direction and be able to go with it. I'm not the babysitter im not the school master handing out homework School time is over. This is the real world The Work Culture Employees want to work at this company because it's cutting edge. Newskool's software is used by a number of electronic dance music (EDM) DJs, who have been the firm's core market, seeing it as a relatively expensive but very high-quality and innovative brand. Whenever the rest of the market for music software goes in one direction, it seems like Newskool heads in a completely different direction in an effort to keep itself separate from the pack. This strategy has tended to pay off. While competitors develop similar products and therefore need to lower their prices continually to compete with one another, Newskool has kept revenues high by creating completely new types of products that don't face this type of price competition Unfortunately, computer piracy has eroded Newskool's ability to make money with just software-based music tools, and it has had to move into the production of hardware, such as drum machines and amplifiers that incorporate its computer technology. Making this massive market change might be challenging for some companies, but for an organization that reinvents itself every 2 or 3 years like Newskool does, the bigger fight is a constant war against stagnation and rigidity The organization has a very decentralized culture. With only 115 employees, the original management philosophy of allowing all employees to participate in decision making and innovation is still the lifeblood of the company's culture. One developer notes, "At Newskool, they want you to be part of the process. If you are a person who wants to do what you're told at work, you're in trouble. Most times, they can't tell you what they want you to do next--they don't even know what comes ne. That's why they hire employees who are creative, people who can try to make the next thing happen. It's challenging, but a lot of us think it's very much an exciting environment." The Boundaryless Environment Because so much of the work can be performed on computers, Finger decided early to allow employees to work outside the office. The senior management in Berlin and Los Angeles are both quite happy with this arrangement Because some marketing work does require face-to-face contact, the Los Angeles office has weekly in person meetings. Employees who like Newskool are happiest when they can work through the night and sleep most of the day, firing up their computers to get work done at the drop of a hat Project discussions often happen via social networking on the company's intranet The Kiev offices have been less eager to work with the boundaryless model Managers say their computer programmers find working with so little structure rather uncomfortable. They are more used to the idea of a strong leadership structure and well-defined work processes When I started." says one manager Gerd said getting in touch with him would be no problem getting in touch with LA would be no problem. Were smal, were family, he said. Well, it is a problem. When I call LAthey say to wait until their meeting day. I can't always wait until they decide to get together I caller--he says. Figure it out. Then when I do, he says it is righ and we have to start again if he just told me in the first place, we would have done it Some recent events have also shaken up the company's usual way of doing business Developers in the corporate atices had a major communications breakdown about the hardware DJ controller, which required many hours of discussion to resolve. It seems that people who seldom met tace to face had made progress-but had moved in opposite directions to test and design the company's hardware products, employees apparently need to do more than send each other code, sometimes they need to collaborate face to face. Some spirited disagreements have been voiced within the organization about how to move forward in this new environment The offices are experiencing additional difficulties. Since the shit to newer products, Sandra Pelham in the Los Angeles office has been more critical of the company in the software, we were more limited in the kinds of advertising media we could access So now with the hardware real instruments - we finally thought "Alright. This is something we can work with We had a whole state of musicians and DJs and producers to contact for endorsements, but Gud sad. No way He don't want customers who only cared that a celebrity edus. He scrapped the whole campaign. He says we're all about creativity and doing our own thing until we don't want to do things his way Although the organization is not without problems, there is little question Newskool has been a standout success in the computer music software industry While many shutering the operations, Newskool is using its market power to push forward the next generation of electronic music making tools As Gerd Finger puts it. Once the rest of the instry has gotten together and figured out how they're all going to cope with change, they'll look around and see that we're already three miles ahead of them down the road to the future Your Assignment Questions: 1. Identify some of the problems likely to occur in a boundaryless organization like Newskool Grooves. What are the advantages of boundaryless organizations? 2. Consider some of the cultural issues that will affect a company operating in such different parts of the world and whose employees may not be representative of the national cultures of each country. Are the conflicts you observe a function of the different types of work people have to perform? 3. Based on what you know about motivation and personality, what types of people are likely to be satisfied in each area of the company? Use concepts from job characteristics theory and the emerging social relationships perspective on work to describe what might need to change to increase employee satisfaction in all areas. 4. What types of human resources practices need to be implemented in this sort of organization? What principles of selection and hiring are likely to be effective? Which Big Five traits and abilities might Newskool supervisors want to use for selection