Organisation of global marketing activtieis

5 important questions on Organisation of global marketing activtieis

What are the 6 differences points of the structural evolution of internatinoal operations?

  1. Ad hoc exporting
  2. functional structure
  3. international division structure
  4. geographical structure (customer structure)
  5. product structure
  6. matrix structure

What is the definition of functional structure?

Here, the next level after top management is divided into functional departments. E.g. R&D, sales and marketing, production and finance.

What is the definition of international divisional structure?

As international sales grow, at some point the international division may emerge at the same level as the functional departments.
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What is the definition of geographical structure?

The next level after top management is divided into international divisions. E.g. Europe, North America, Latin America, Asia-Pasific and Afrika/Middle east.

What is the definition of matrix structure?

The next level after top management consists of two organisational structures (product and geographical areas) intersecting with each other. This results in dual reporting relationships.

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