MATRIX-MANAGEMENT ORGANIZATION

MATRIX-MANAGEMENT ORGANIZATION


 Companies that produce many products for many markets may adopt a matrix organization employing both product and market managers. The rub is that it’s costly and often creates conflicts. There’s the cost of supporting all the managers, and questions about where authority and responsibility for marketing activities should reside—at headquarters or in the division? Some corporate marketing groups assist top management with overall opportunity evaluation, provide divisions with consulting assistance on request, help divisions that have little or no marketing, and promote the marketing concept throughout the company

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