This study proposes a behavioral complexity theory for media selection in global virtual teams. This theory captures multiple contingencies into one holistic approach to media selection. Unlike existing linear and mechanistic theories of media selection, this heuristic theory moves away from the universal models that were previously proposed. The behavioral complexity theory assumes ambiguity and complexity of the media selection process in a nonlinear, organic, and holistic way. Behavioral complexity theory of media selection emphasizes the role of media repertoire, the ability of individuals to differentiate situations according to multiple contingencies, and their flexibility to effectively use multiple media in any particular situation. This theory is examined in the context of an exploratory case study of global virtual teams’ media selection in one of the leading Fortune 500 corporations.
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