Organising for international marketing
Download
1 / 11

- PowerPoint PPT Presentation


  • 361 Views
  • Updated On :

Organising for international marketing. Factors affecting organisational design organisation by product or brand/Matrix organisations Guidelines for the organisation Factors influencing the international organisation Centralisation v decentralisation The impact of business culture

Related searches for

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '' - marrim


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Organising for international marketing l.jpg
Organising for international marketing

  • Factors affecting organisational design

  • organisation by product or brand/Matrix organisations

  • Guidelines for the organisation

  • Factors influencing the international organisation

  • Centralisation v decentralisation

  • The impact of business culture

  • Human resource implications

  • Expatriate managers


Slide2 l.jpg

Factors affecting

organisational

design

Corporate goals

Mission

Objectives

Strategies

Jeannet and

Hennessey (1994)

External

forces

Internal

influences

Organisation

design

Geographic

distance

Types of

customer

Govt. regulations

Percentage

of sales

Diversity of

markets

Human resources

Flexibility

Management style

Structural basis

Focus on decision



Slide4 l.jpg

Area 1

Area 2

Area 3

Product Manager A

Product Manager B

Product Manager C

Matrix Organisation

Unity of command is sacrificed to co-ordination across business functions.

E.g. people reporting to both product managers and area bosses.


Guidelines to the organisation l.jpg
Guidelines to the organisation

Concerns:

  • the division of labour

  • the allocation of responsibilities

  • delegation/power/authority


Slide6 l.jpg

There must be:

  • a clear chain of command

  • everyone must know who to report to/who reports to whom

  • responsibility must be matched with authority

  • few levels of authority

  • the span of control should not be too great

  • the structure must be flexible


Factors influencing international marketing organisation l.jpg
Factors influencing international marketing organisation

  • Size of the firm

  • number of foreign countries involved

  • level of involvement

  • firm’s objectives for its foreign business

  • firm’s experience in international business

  • the value and variety of its products

  • the nature of the marketing task


Centralisation v decentralisation l.jpg
Centralisation v decentralisation

  • I.e. the global division of labour or specialisation by subsidiary?

  • advantages of centralisation?

    • better for planning

    • better co-ordination

    • optimum use of resources

  • disadvantages of centralisation

    • poor motivation amongst subsidiary staff due to too much control

    • misunderstandings and delays in communication


  • The impact of business culture l.jpg
    The impact of business culture

    Influenced by:

    • the organisation’s founder

    • the organisation’s history

    • leadership and management style

    • original structure and systems

    • the industry itself e.g. ‘Silicon Valley’ and software


    Human resource implications expatriates v locals l.jpg
    Human resource implications - expatriates v locals?

    • Think global and act local

    • Local managers could lead to loss of control

    • Is there such a thing as a global manager, if so is he/she available?


    Expatriate managers reverse for local managers l.jpg
    Expatriate managers (reverse for local managers)

    • Advantages

      • where there are poor educational opportunities

      • where senior managers believe expatriates are better

      • where there is control at the top.

  • Disadvantages

    • they cost more! E.g. relocation

    • growth in dual career households

    • culture shock

    • substantial training programme


  • ad