CUSTOMER

Date: 2015-10-07; view: 632.

MARKET

When a need exists to provide better service to different types of markets, departmentalization by marketmay be the appropriate form. An example of a business serving nonprofit markets, which uses the market form of departmentalization, is shown in Figure 11-4.

Sometimes key or major customers warrant departmentalization by cus­tomer.This is often the case in banks. See Figure 11-5.

GEOGRAPHIC AREA

When organizations are spread throughout the world or have territories in many parts of a country, departmentalization by geographic areamay pro­vide better service to customers and be more cost effective. A typical exam­ple for this form of departmentalization is shown in Figure 11-6.

MATRIX (PROJECT ORGANIZATION)

A matrixorganization combines functional and divisional approaches to emphasize project or program teams. In effect, it is an attempt to gain the advantages of the two structures by using permanent cross-functional teams to integrate functional expertise with a divisional focus. Workers in a matrix structure belong to at least two formal groups at the same time. They also report to two bosses—one within the functional area and the other within the team or division. Matrix structures are also found in multinational cor­porations, where they offer the flexibility to deal with regional differences as well as multiple product, project, or program needs.

Departmentalization by matrix, or project, has received considerable use in recent years, particularly in such industries as aerospace (e.g., NASA). In this method, personnel with different backgrounds and experiences that bear on the project are assembled and given the specific project to be accomplished within a certain time period. When the project is completed, these specialized personnel return to their regular work assignments. An example of this form is illustrated in Figure 11-7; it often takes the shape of a diamond.

COMBINATION APPROACH

Many organizations, particularly large, physically dispersed, and diversified organizations, utilize several different forms of departmentalization. Figure 11-8 is an organizational chart showing the use of several forms of depart­mentalization.

OTHER DEVELOPMENTS IN ORGANIZATIONAL STRUCTURES