GMMCH18.ppt 69KB Jun 05 2011 09:30:25 PM

ORGANIZING GLOBAL
MARKETING EFFORTS
Chapter Eighteen

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Organizing Global Marketing Efforts
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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?
6. Controlling Global Marketing Efforts
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Overview

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1. Key Criteria in Global Organization
Design
• Environmental Factors
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Competitive Environment
Rate of Environmental Change
Regional Trading Blocs
Nature of Customers

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1. Key Criteria in Global Organization
Design (cont)
• Firm - Specific Factors
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Strategic Importance of International Business
Product Diversity

Company Heritage
Quality of Local Managerial Skills

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2. Organizational Design Options
• International Division Structure
• Global Product Division Structure
– Exhibit 18-1 Three Examples of a Global
Product 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
– New Role of Country Managers
– Regional Structures

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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
Philosophy
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3. Global Teamwork
– Exhibit 18-6 A Four-Stage Team-Building
Process
– Exhibit 18-7 Leadership Roles and Team
Development

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4. Life Cycle of Organizational
Structures
– Exhibit 18-8 Stopford’s International Structural
Stages Model

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5. To Centralize or Decentralize
– Exhibit 18-10 New Forces Impact on
Integration/Differentiation
– Exhibit 18-11 Types of Coordination Used in
the Pan-European Market

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6. Controlling Global Marketing Efforts
• Formal (“Bureaucratic”) Control Systems
– Establishing Standards
– Evaluating Performance
– Analyzing and Correcting Deviations

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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
– Exhibit 18-13 Goodyear: Example of
“Business Asymmetry”
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