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Its primary operative goals are productivity, efficiency and profit. Coke is a highly formalized, centralized organization with a clear hierarchy of authority and a mechanistic management process. Employees believe in the supremacy of the product, and the company’s rigid, heavy-handed culture helps maintain control and drive aggressive marketing and expansion plans. Given the steady consumer demand and low uncertainty created by the simple/stable environmental dimensions, the vertical structure is appropriate because it provides management with high degree of efficiency and control. Coke’s effectiveness is a result of the synergistic fit between its structural and contextual dimensions...
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