The Concept of Maintaining Face in Global Virtual Teams

This study takes a new approach to studying global virtual team (GVT) leadership by applying Goffman\´s dramaturgical view, specifically the concept of "maintaining face," focusing on roles and rituals in GVTs. We argue that one main task of a GVT leader in ensuring team effectiveness is to create an environment in which team members can maintain face (i.e. Conduct their roles and conform to the rituals needed for the GVT to successfully fulfill its tasks). In this qualitative case study, we identified 20 factors affecting whether and how well members can maintain face in a GVT setting. Our study has theoretical and practical implications for GVT leaders when trying to create a setting in which members can maintain face.