
The confectionaire Jacob Suchard was bought out by Phillip Morris in 1990 (and later by Kraft in 1993) after an ill-fated attempt to reorganize its country-centric business unit structure in preparation for the EU 1992 Common market. I have immensely enjoyed teaching this case but given that it was written in 1989, I will no longer be using it. Here is the last revision of the notes I have given my students on this case over the last few years.
Lessons of Suchard
Centralization vs. decentralization tradeoff:A fundamental problem in organizational design is how much to centralize to attain scale and scope economies or synergies by integrating the functions of different business units or decentralize to allow business units to be relatively independent in decision making and operations in order to respond better to different customer or market needs. This centralization- decentralization tradeoff is especially problematic in multinational corporations. Common structural arrangements that have arisen to alleviate the inevitable tensions include the global (very centralized across national markets), multi-domestic (relatively independent country units), and transnational (a network structure somewhere in between global and multi-domestic).
Structure should support strategy, and should change as strategy changes. Again, a company should create a structure (the formal organization chart as well as incentive, control, and reporting systems) that supports its strategy. But companies need to restructure as they change their strategy. Suchard, for example, had a structure that supported tailoring products to individual countries, at the expense of scale or scope economies. In 1989, it needed to reorganize when its strategy changed in response to political and economic forces in Europe. After 1992, Suchard believed it would be better to operate less like a multi-domestic company and more like an integrated global company in order to achieve better scale economies. This change was not without consequences for the organization and its culture.
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