In a matrix structure, different facets of the marketing team internationally might meet together to discuss ways to brand Sara Lee worldwide. Or, when launching Sanex into a new country, the regional marketing, advertising, and IT team might meet to create a new website for the region that was uniquely responsive to local, cultural needs. The management within a matrix structure is more fluid, and the relationship of authority figures to subordinates is more diffuse.
Matrix structures are often associated with 'creative' firms, such as advertising agencies, where different ad teams have a great deal of autonomy in their decision-making. However, Sara Lee's image and the image of its other, signature products such as Hillshire Farms and Jimmy Dean sausage all have a core theme of wholesomeness and traditional 'Americana' that is used even when selling the products internationally. It is uncertain whether creative autonomy on a wide scale would benefit the firm.
Matrix structures can also be unwieldy. Sara Lee is a large corporation, and on a logistical level it might not be feasible to have so much permeability between different departments and different aspects of the organization. Also, the skills called for in advertising food might be very different than those called upon to budget the costs of labor and ingredients and relations within created matrixes might be more adversarial than productive.
Matrix structures are usually recommended for companies that operate in swiftly-changing environments: a company with as resolutely an 'untrendy' image as Sara Lee might not benefit from adopting such a structure. Also, "they are typically expensive to maintain, partly because of more complex reporting requirements. In addition, many workers become disturbed by the lack of a chain of command and a...
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