AddSearch: managing culturally diverse global virtual teams in an internationalizing SME

Abstract

Helena Rebane, Chief Executive Officer of AddSearch—a Finland-based small software company specializing in advanced content and product search solutions—was an exceptionally inclusive leader. Under her leadership, AddSearch had won the prestigious Finnish award ‘International Employer of the Year 2024’ in the small- and medium-sized enterprise (SME) category. AddSearch had already embedded diversity, equity and inclusion (DEI) practices for managing global virtual teams; however, managing cultural diversity and time zones in a virtual work environment sometimes still created tensions. How could the management of global virtual teams in this SME be further improved? This case offers insights into inclusive leadership, employee onboarding and engagement challenges in a virtual work environment, and internal communication strategies using an enterprise social network (ESN). The case relates to Sustainable Development Goals 8 (Decent work and economic growth) and 10 (Reduced inequalities).