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ORGANIZING GLOBAL
MARKETING EFFORTS
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Organizing Global Marketing Efforts
• Overview
• 1. Key Criteria in Global Organizational Design • 2.Organizational Design Options
• 3. Global Teamwork
• 4. Life Cycle of Organizational Structures • 5. To Centralize or Decentralize?
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1. Key Criteria in Global Organization
Design
• Environmental Factors
– Competitive Environment
– Rate of Environmental Change – Regional Trading Blocs
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1. Key Criteria in Global Organization
Design (cont)
• Firm - Specific Factors
– Strategic Importance of International Business – Product Diversity
– Company Heritage
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2. Organizational Design Options
• International Division Structure
• Global Product Division Structure
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2. Organizational Design Options (cont)
• Geographic Structure
– Exhibit 18-2 The Coca-Cola Company : Examples of a Geographic Structure
– Country-Based Subsidiaries
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2. Organizational Design Options (cont)
• Matrix Structure
– Exhibit 18-3 Siemens A9: Example of a Matrix Structure
• The Global Network Solution
– Exhibit 18-4 A New Organizational Metaphor – Exhibit 18-5 The Human Investment
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3. Global Teamwork
– Exhibit 18-6 A Four-Stage Team-Building Process
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4. Life Cycle of Organizational
Structures
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5. To Centralize or Decentralize
– Exhibit 18-10 New Forces Impact on Integration/Differentiation
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6. Controlling Global Marketing Efforts
• Formal (“Bureaucratic”) Control Systems
– Establishing Standards – Evaluating Performance
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6. Controlling Global Marketing Efforts
(cont)
• Informal Control Methods
– Corporate Culture
– Exhibit 18-12 Corporate Vision of the Seagram Company LTD.
– Human Resource Development
