Page 139 - International Marketing

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BRILLIANT'S Managing International Market 141

interests do not coincide, geographic and product managers tend to behave
differently in a given situation. This creates a duality of focus.
If a person is to be directed by two superiors, both should take part in
that person's evaluation.
The matrix system is of great benefit to firms that have to react quickly
to the environment. Corporations generally evolve into matrix forms rather
than starting with them from scratch.
In designing a matrix system, one has to be aware of its typical
problems. Power struggles are a constant problem when the system is
first applied. These result from the dual command system, which has a
tendency to create an imbalance of power as each side determines the
limits of its influence. Besides tight control over the budgeting and evaluation
systems, balance can be maintained by means of pay levels, job titles
and other means of increasing the status of the weaker side.
Another problem is the mistaken belief that matrix management is
group decision making. Each matrix boss and his or her paralel in the
other arm have separate functions that should seldom conflict.
Matrix structures have a tendency to collapse during economic crises.
At that time, matrix structures often become a convenient cause for poor
management. A false need for decisive action may be felt, and as a result,
the dual checking systems can seem to be excessive overhead. 
INTERNATIONAL MARKETING COMMUNICATION
Q.21. Define “International Marketing Communication”? Discuss
any five major issues (with related precautions) involved in
International Marketing Communication? [MBA 2011]
OR
Write short note on International Marketing Communication.
[MBA(FT) 2008]
OR
Discuss the various issues in international marketing com-
munication.
Introduction
Communication has a very important place in marketing. It is that
function which is charged with the task of informing the target customer
about the name and type of the firm's product and services, their unique
benefits, uses and features as well as the price and place at which those
would be available in the market place. Since, marketing communications
aim at influencing the consumer behavior in favor of the firm's offerings,