organization of multinational operations ellen devlin international management 446 april 19, 2011...
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Organization of Multinational
Operations
Ellen Devlin
International Management 446April 19, 2011
Class 4
Definition: Designing a structure that explains the nature and extent of formal relationships among various internal components.
Allows for distribution of power among the organization’s members.
Establishes formal communication lines. Tool for attainment of a MNC’s goals.
Organization of MNC’s Operations
Building an org. structure? Four Basic Questions must be answered:
What should the units of the organization be? Which components should be joined, and which
should be kept apart? What size and shape pertain to the different
components? What is the appropriate placement of and
relationship between different units?
NOTE: Organizational Design may become the responsibility of all managers at some point in their career.
Departmentalization: Clustering of activities
Six bases…. Knowledge and skill (Engineering department) Work Process and Function (Supply Chain, HR, Finance) Time (shifts in factory) Output (Products/Services) Client (Customer or supplier) Place (Geographic)
Two Most Common Forms Geographic (where) Functional (what)
CEO
HRM Finance Manu. Mktg R&D
Type of Organization Structure?
CEO
SW Region
South Region
Midwest Region
East Region
Type of Organization Structure?
West Region
Organizing is really re-organizing influenced by many factors...
EXERCISE: DISCUSS IN GROUPS OF THREE(p. 408-412)
Left side-ExternalRight side-Company.
External Forces What are they? Which one is the most important? Why should you care?
Company Factors What are the factors? Give a company example What does structure follow?
Organization of MNC’s Operations
Two major factors influence development: From Simple to Complex (size) From Domestic Orientation to Global
Perspective (global presence)
Development of International Corporate Structure….It’s a process!
Phase 1: International: Introduction Competition is limited to domestic firms. Export International Operations is an extension of domestic.
Phase 2: Multinational: Growth Technology Diffusion and Price Competition- Manufacturing
Facilities in Low-Cost Countries International Division
Phase 3: Global: Maturity Most of The Corporate Revenues Are From Abroad
Organize Operations on a Global Basis
Development of International Corporate Structure: Where is your company?
The Extension of Domestic Structure Export Manager Reports to the Marketing
Executive (Narrow Product Line) Export Manager Reports to C.E.O. (Broad
Product Line) Increased Competition and Market
Maturity-- Local Manufacturing
MNC Corporate Structure Evolution
The Transition: Autonomous Foreign Subsidiary
( Distributor) Distant Operations Are Given Local
Decision-Making Control Through Financial Reporting Foreign Subsidiary May Have Local Board of
Directors Very typical originally with European MNCs, but
also practiced by P&G for a long time.
MNC Corporate Structure
Advantages and Disadvantages Can integrate into local economy and
operate as a local firm = fewer restrictions, take advantage of local resources.
Respond better to local consumers. Have the ear of top management because
of direct report to President/CEO = local prestige.
…and Disadvantages Can end up ignoring the common good
(overall objectives) of the wider corporation.
Can end up duplicating resources (e.g., manufacturing) and causing inefficiencies.
International Division Structure – 60% of all US firms go through this stage….(Owned) Four Factors Prompt The Establishment of
International Division Increased International Involvement -- Require a Senior
Executive Internal Specialists Are Needed A Desire to Be Proactive (Identify Opportunities).
EG Wal-Mart
MNC Corporate Structure (see figure 8.2, page 419)
The Geographic Division The Product Division The Functional Structure Mixed and Matrix Forms
The geographic division allows for the most local responsiveness. Why?
MNC Corporate Structure
CEO
Headquarters Staff
EuropeanDivision
North AmericanDivision
South AmericanDivision
Geographic Division Structure(Figure 8.3) is the most common structure
AdvantagesDisadvantages Regional economies of
scale Treatment of subsidiaries
as profit centers. Good when regional
customers are similar. Tend to be useful in
mature businesses w/narrow product lines.
Permits large manufacturing plants in low cost regional countries. Autos, beverages, food,
pharmaceuticals….e.g., Nestle
Not good for firms w/diverse product ranges (bad for coordination between product lines).
Coordination at corporate level suffers.
Rivalry among regions. Duplication of
resources/plants. Difficulty transferring new
technology and product ideas across regions/strong regional managers.
CEO
Headquarters Staff
Product Group A Product Group B Product Group C
Product Division Structure Figure 8.4 (page 426)
AdvantagesDisadvantages Good for firms w/diverse
product lines (often) w/hi technology content and different end users.
Permits fast diffusion of technology across a product line/simultaneous intro of product across the world.
Good when local manufacturing is favored (e.g., high tariffs) for certain product lines/concentration of key activities in one locale.
Facilitates quick response to global competitive pressures against certain products.
High technology firms (HP); Heinz
May result in wasteful duplication of plants and sales personnel.
Customers may be interacting with many representatives from the company.
Limited voice to local managers on needed adaptations.
CEO
R&D (Worldwide)
Marketing (Worldwide)
Manufacturing(Worldwide)
Finance (Worldwide)
International Function StructureFigure 8.5
Fairly rare (only 10% of US MNCs)…. Mostly used by natural resource extraction
firms (mining, oil). Narrow, standardized product. Technology is relatively stable, but
execution of the functions (e.g., extraction, marketing, finance) are keys to success.
Mixed or Matrix Structure A way of trying to gain the optimum
integration of inputs from regional, functional and product areas.
A normal hierarchy is overlaid by some form of authority, communication, and influence.
CEO
Product A (Worldwide,except US and Europe
USA DivisionEuropeanDivision
Product B (Worldwide,except US and Europe
International Mixed Structure Figure 8.6 (page 429)
Nike Matrix Organization (before 2009 Financial Crisis)
CorporateFunctions:HR/Finance/IT/Etc.
Equipment
Apparel
Footwear
USA Europe Asia/Pacific
The Americas
Regions
Product Type
Nike Matrix Organization(Post 2009 Financial Crisis)Why did they change? External factor? Internal factor?
CorporateFunctions:HR/Finance/IT/Etc.
Basketball
Soccer
Running
NorthAmerica
WesternEurope
Eastern Europe
ChinaGeographic Locations
Categories
Japan Emerging Markets
Training
Wm’s Fitness
Sports Culture
Other
Challenges of a matrix…“The Matrix is a state of mind.” HBR
It is an efficient use of specialists and equipment and can improve vertical and lateral communication and information flow.
BUT…..is costly, cumbersome and a lot of work for managers! Wearing two hats, and often leads to tensions. Lots of shared decision making.
e.g. Dow Chemical (now adapted).
Network Model
Suppliers, bankers, manufacturers, customers, etc.
Complex Process of Coordination and Cooperation
Large Flows of Components, Products, Resources and Information among the network
Network model is…. Good for unstable environments where
innovation and quick response are needed – which are increasing!
Has been made possible by the technological advances in communication, which makes coordination among numerous players less costly.
A network is inherently unstable itself.