COMPARISON OF THE EFFECTIVENESS OF FUNCTIONAL, PRODUCT, AND GEOGRAPHIC ORGANIZATIONAL STRUCTURES IN GLOBAL MARKETING STRATEGY

Abstrak

This study aims to analyze and compare the effectiveness of three main types of organizational structures—functional, product, and geographic—in supporting the implementation of global marketing strategies. Using a qualitative approach through case studies of six multinational companies operating in the technology, pharmaceutical, and consumer goods sectors, the study reveals that no single structure is absolutely superior. Effectiveness depends largely on the characteristics of the product, the market, and the desired level of global integration and responsiveness. These findings provide practical guidance for companies in selecting an organizational structure that aligns with the needs of their global marketing strategy.