Unilever needs to coordinate marketing activities worldwide involving its global brands and needs to focus on the local market for its local brands. Which type of organizational structure should it use?
A)International division structure
B)Worldwide regional division structure
C)Product division structure
D)Matrix structure

Question

Quizplus · Accepted Answer

In a matrix structure, two dimensions are integrated such that each operational unit reports to both region/country managers and product managers. This type of format works particularly well for firms that have global brands as well as local brands; such companies need to coordinate marketing activities worldwide involving the global brand, and need to focus on the local market for the local brand. In fact, Unilever already uses the Matrix structure!

Unilever Needs to Coordinate Marketing Activities Worldwide Involving Its Global