For Michelle's employees, developing team cohesion occurs through establishing rules and standards to achieve mutual goals set by the team and the intended purpose of maintaining a high market share. This phase is applicable to Michelle as standardization allows her teams to assign roles to each member based on their strengths, which will help in managing sales and marketing of FitBite devices. According to Robbins et al. (2014), this stage is complete when the group structure solidifies and a common set of norms or expectations exists. Essentially this is group cohesion, which is a characteristic of team effectiveness as indicated by Robbins and Judge