matrix

The matrix organization is an attempt to combine the advantages of the pure functional structure and the product organizational structure.In a matrix organization, each project manager reports directly to the vice president and the general manager. Since each project represents a potential profit centre, the power and authority used by the project manager come directly from the general manager.
In general, the project manager has the total responsibility and accountability for the success of the project. The functional departments, on the other hand, have functional responsibility to maintain technical excellence on the project. Each functional unit is headed by a department manager whose prime responsibility is to ensure that a unified technical base is maintained and that all available information can be exchanged for each project.

Company Profile = NIKE

Nike Inc. was incorporated in 1968 under the laws of the state of Oregon, USA. The general business activities can be described as follows: design, development, and global marketing of high quality footwear, equipment and accessory products.

Nike's advertising strategy always has been to create a brand with a winning image. Until recently, Nike never ran product-related ad campaigns. What Nike did was clever, edgy advertising that grabbed consumers' attention. The company was always so confident that it was never useful to push the product themselves". The strategy was "high profile, successful athletes would build a winning brand for consumers to associate with."
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