Management of corporate organizational structures on the basis of international marketing in the world markets.

Abstract

The evolution of corporate governance views has been considered, the relationship between the saturation of the internal market and the decline in corporate profitability has been determined; the characteristics of international marketing, the stages of its evolution. The connection between the complex of international marketing and the strategies of reaching the global commodity markets is identified. Organizational structures of enterprise management structures and sales units are considered.

The purpose of the work is to determine the peculiarities of management of corporate organizational structures that determine its essence and affect the effectiveness of international marketing of enterprises in the product markets.

Management of corporate organizational structures is now the result of long-term management innovations, based on the latest management concepts such as systemic and situational, which combine the results obtained by previous schools of management. They help businesses to adapt to the conditions of globalization and a competitive environment that is changing at a staggering pace. Organizational restructuring is based on considerations of international marketing to open more opportunities for international division of labor than the national economy.

The organization of international marketing goes through different stages in the process of development of foreign economic activity of the enterprise. With the national orientation of the enterprise, foreign operations (usually exports) are carried out through specialized linear units (export department). The concept of multinational marketing is implemented through geographical structure (regional managers). Global marketing strategy is based on organization by product groups; transnational marketing involves the use of divisional-product, design, matrix organizational structures.

Management of corporate organizational structures is based on international marketing which includes product characteristics that determine both the overall organizational structure of the enterprise and the strategy of international economic activity. Advantages of macropyramidal control structure are systematic cost savings, advantages of umbrella structure are flexibility, speed of implementation of management decisions. International marketing policy depends on the organizational structure of the sales units, and the nature of the links between the center and the units - minimal delegation of authority, strategic coordination or autonomy of "centers of profit".