국제마케팅조직에 관한 연구

A Study on the International Marketing Organization

As the scope of a firm's international business changes, its organizational structure must be adequately modified in accordance with its tasks and technology and the external environment. There are five main ways of structuring an international organization : international division structure, geographic structure, product structure, functional structure, and matrix structure. The Organizational structure is affected by such factors as quality of management, diversity of product line, size of firm, subsidiaries' locations and their characteristics, and existence of regional economic blocks within the market. Each of the different structures has relative merits and demerits. An empirical study of international organizations shows that most firms, however, follow a complex structure along the lines of the matrix organization. Added to that, firms have the international division or regional office to serve as a buffer between the corporate and host country management. The choice of an appropriate organizational form for international marketing activities is dictated by such considerations as the relative importance of foreign markets vis-a-vis domestic markets, the evolutionary pattern of the firm's organizational structure, the nature of business and its related strategy, management's orientation, and availability of qualified managers.