1. John Wiley &Sons, Inc c 19981 ORGANIZING GLOBAL MARKETING EFFORTS Chapter Eighteen

2. John Wiley &Sons, Inc c 19982 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? 6. Controlling Global Marketing Efforts

3. John Wiley &Sons, Inc c 19983 Overview

4. John Wiley &Sons, Inc c 19984 1. Key Criteria in Global Organization Design Environmental Factors –Competitive Environment –Rate of Environmental Change –Regional Trading Blocs –Nature of Customers

5. John Wiley &Sons, Inc c 19985 1. Key Criteria in Global Organization Design (cont) Firm - Specific Factors –Strategic Importance of International Business –Product Diversity –Company Heritage –Quality of Local Managerial Skills

6. John Wiley &Sons, Inc c 19986 2. Organizational Design Options International Division Structure Global Product Division Structure –Exhibit 18-1 Three Examples of a Global Product Structure

7. John Wiley &Sons, Inc c 19987 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

8. John Wiley &Sons, Inc c 19988 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

9. John Wiley &Sons, Inc c 19989 3. Global Teamwork –Exhibit 18-6 A Four-Stage Team-Building Process –Exhibit 18-7 Leadership Roles and Team Development

10. John Wiley &Sons, Inc c 199810 4. Life Cycle of Organizational Structures –Exhibit 18-8 Stopford’s International Structural Stages Model

11. John Wiley &Sons, Inc c 199811 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

12. John Wiley &Sons, Inc c 199812 6. Controlling Global Marketing Efforts Formal (“Bureaucratic”) Control Systems –Establishing Standards –Evaluating Performance –Analyzing and Correcting Deviations

13. John Wiley &Sons, Inc c 199813 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”