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When traditional marketers think of organization, they mean structure: distinct product, channel, and customer groups focusing on specific functional tasks, such as brand management, customer segment management, and market research. Our functional managers will play the pivotal roles in these functionally focused groups, which are responsible for generating ideas and taking them to market.
But the traditional approach hinders the fluidity required to keep pace with the market's evolution. For when market priorities change, traditionalists take a "wreck and rebuild" approach that consumes the precious time of top executives, disrupts action on the front lines, and, worst of all, often fails to yield the intended results...
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