Shifting attitudes towards team collaboration and the role of the marketing message

The purpose of this study is to identify how Dutch companies offering physical collaboration tools can use the latest insights about team collaboration and the marketing message to reposition their products within the market. First, it is investigated quantitatively whether virtual and physical tools are beneficial for team collaboration. This is done by surveying 192 office workers in the Netherlands during November 2020. Finally, Company X has been selected as a case company that wants to reposition their products using the marketing message. The results of the study show that office workers in the Netherlands believe that both physical tools, virtual tools and a good quality of the home environment help to fulfil team collaboration goals. Moreover, it is very likely that there are other variables explaining the fulfilment of team collaboration. The results cannot confirm a clear shift from physical to virtual tools for team collaboration. Office workers in the Netherlands are still interested in using physical tools for team collaboration. Still, the popularity of working from home does make it likely that virtual tools will be the norm. Therefore, recommendations are given about how companies offering physical tools can reposition their physical products effectively using the marketing message.