Leading, Organizing & Controlling

Organization
The goal is to find a structure that:
* Enables the company to respond to relevant market environment differences * Ensures the diffusion of corporate knowledge and experience throughout the entire system
Organization’s must balance:
* The value of centralized knowledge and control
* The need for individualized response to local markets
Organization
In global marketing there is not a single best structure Leading-edge global competitors share one key organizational design characteristic:
Structure is flat and simple
In the 21st century corporations will have to find new, more creative ways to organize
Must be flexible, efficient, and responsive to meet the demands of globalizing markets
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