Estructura Organizacional Orientada al Cliente / Commercial Organizational Structure En las discusiones estratégicas corporativas, el paradigma imperante en los 90's ha sido la "orientación al cliente". Producto de esto, las compañías han intimado más con sus clientes, los han comprendido y han innovado para ellos. Sin embargo, muchas empresas industriales han estancado sus ventas no obstante esta inclinación sistemática al cliente. ¿Qué ha ocurrido? Probablemente, la estructura organizacional no les ha acompañado. Lamentablemente, una estructura organizacional incorrecta puede pasar desapercibida como la causa de pérdida de mercado. La importancia de estructurar su organización adecuadamente cobra importancia progresiva dependiendo de si su empresa ofrece pocos productos no sinérgicos entre ellos, a muchos productos (o incluso líneas de productos) que además muestran posible integración entre ellos mismos, quizás en un contexto de internacionalización de la marca. Para determinar correctamente cuál debiera ser, en caso particular, una estructura organizacional más centrada en el cliente, es importante que su empresa determine su complejidad, y calibre su "centricidad estructural" en uno de tres posibles escenarios: bajo nivel de centricidad, mediano, alto. El resultado, o estructura organizacional, será totalmente diferente en uno u otro caso. Pero los beneficios serán favorablemente detectados por sus clientes. http://www.mic-consulting.cl/servicios_detalle.php?cod=31 ¿Qué es estructura organizacional? La estructura organizacional es un medio del que se sirve una organización cualquiera para conseguir sus objetivos con eficacia. Concepto de estructura de la organización Una organización es un grupo humano deliberadamente constituido en torno a tareas comunes y en función de la obtención de objetivos específicos. Para poder alcanzar los objetivos propuestos, partiendo, en la casi totalidad de los casos, de recursos limitados, resulta necesaria la construcción de un esquema o modelo, que permita la interrelación e interacción de sus elementos. La estructura será entonces, la herramienta que le permita a la organización alcanzar sus objetivos. • Permite lograr una determinada disposición de sus recursos, • Facilita la realización de las actividades y • Coordinación de su funcionamiento Según Henry Mintzberg (1998): "La estructura organizacional puede definirse como el conjunto de medios que maneja la organización con el objeto de dividir el trabajo en diferentes tareas y lograr la coordinación efectiva de las mismas". De esta manera, puede realizarse el esfuerzo coordinado que lleve a la obtención de objetivos, definiendo las relaciones y aspectos más o menos estables de la organización. En la estructura, las partes están integradas, es decir que se relacionan de tal forma que un cambio en uno de los elementos componentes afecta y genera cambios en los demás elementos, en las relaciones entre los mismos y en la conducta de la organización en general. Mintzberg, Henry. Diseño de organizaciones eficientes. El Ateneo, buenos aires, 1991 http://www.rau.edu.uy/fcs/dts/Sociorganizaciones/estructura.pdf (ARCHIVO ANEXO) Muchos de los problemas en el diseño de las organizaciones se origina en la creencia de que todas son iguales: una mera colección de partes, a las cuales se les puede agregar o quitar elementos de su estructura. Por el contrario: las organizaciones efectivas logran la coherencia entre sus componentes, y nunca cambian un elemento sin considerar las consecuencias sobre los otros. Elementos como el alcance del control, las formas de decentralización, los sistemas de planificación, etc. no son seleccionados al azar, sino mediante agrupaciones consistentes, tanto internamente como con la situación externa de la organización (edad, tamaño, condición de la industria). Una organización comienza con una persona que tiene una idea. Esta persona es el ápice estratégico, la alta gerencia. Esta persona contrata a otros para que hagan el trabajo básico, el núcleo operativo. A medida que crece, se necesitan gerentes de linea media entre el jefe máximo y los trabajadores. Seguidamente, la organización necesita de dos tipos de personal staff: analistas que diseñen sistemas relativos a la planificación y control, la tecnoestructura, y aquellos que proveen servicios indirectos para toda la organización (legal, relaciones públicas, etc), el personal de apoyo. Estas cinco partes forman la organización. No todas necesitan de todas las partes, y algunas son más sencillas que otras. El propósito de la estructura es coordinar el trabajo de las partes. Las características de cada organización se ajustan a configuraciones, cada una distinta en términos de estructura, situaciones en las que se encuentra y hasta el período histórico en el que surgieron. Existen cinco configuraciones básicas: - Estructura simple: unos pocos gerentes generales y un grupo de operadores que hacen el trabajo. La coordinación es lograda por el ápice estratégico, que por supervisión directa da órdenes, sin mucho personal de staff o gerencia media. Es la clásica empresa emprendedora. Hay poca estandarización o formalidad. No hay mayor planificación o entrenamiento. La estructura es simple y flexible, ya que opera en ambientes dinámicos. Son empresas jóvenes y pequeñas, en parte porque el crecimiento las estimula a burocratizarse (si no lo hacen, se quedan en el camino). Casi todas las empresas comienzan con esta estructura. - Máquina burocrática: es el resultado de la industrialización, con su énfasis en estandarizar el trabajo como forma de coordinación, resultando en trabajo no calificado y muy especializado. Surge una gran jerarquía en las líneas medias, para supervisar el trabajo y para resolver los conflictos que surgen de la estricta departamentalización; esta línea media usualmente se estructura funcionalmente. Tienden a funcionar en un ambiente estable, por lo cual generan internamente todos los servicios de apoyo que puedan necesitar. Tienden a integrarse verticalmente, convirtiéndose en sus propios clientes y proveedores. Sus principales problemas: trabajo aburrido y repetitivo, empleados alienados, obsesión por el control, tamaño excesivo, e inadaptabilidad. Son maquinarias ideales para propósitos específicos, y no sirven para adaptarse a otros. - Burocracia profesional: la coordinación depende de la estandarización de las habilidades. Es la estructura común en hospitales, universidades y empresas de contaduría. Cuenta con un gran grupo de profesionales especializados, apoyados por abundante personal de apoyo (pero poca tecnoestructura o gerencia media). Como depende de los profesionales, la organización les otorga a ellos, y a las organizaciones que los seleccionan y entrenan, mucho control. El resultado es una organización descentralizada, el poder sobre las decisiones operativas y estratégicas fluye hacia abajo, en una especi de democracia. Los procedimientos son complejos pero estándares, por lo que cada quien puede trabajar en forma independiente. La poca gerencia media o alta no dedican su tiempo a supervisar, sino a vincular a su unidad con el exterior: buscando ventas, financiamiento, etc. Es una estructura que está de moda, por ser democrática y proveer autonomía. - Divisional: la organización se divide en unidades operativas paralelas, unidas por una débil capa administrativa, con autonomía para los gerentes medios de cada una. La coordinación se logra mediante la estandarización de los “resultados” (output). Las divisiones son estructuras parciales superimpuestas, cada una en forma de burocracia de máquina. Las organizaciones se vuelven divisionales cuando sus líneas de producto son diversas, lo que ocurre frecuentemente en empresas a las que se le han acabado las oportunidades o se han estancado. La diversificación incentiva la creación de unidades basadas en mercados, con autonomía para atenderlos, aunque no se trata de descentralización. La alta gerencia controla la gestión de la división mediante sus resultados, dejando los detalles operativos en manos de la propia división. Esta forma fue creada para resolver el problema de adaptabilidad de las “burocracias de máquina” – permitiendo agregar y quitar divisiones como forma de adaptarse a las nuevas condiciones del mercado; sin embargo, no resuelve el problema, lo desvía. Al permitir el crecimiento, lleva a la concentración de poder – que muchas veces no es utilizado en la forma más responsable. Es la estructura más frecuente en las grandes empresas de Fortune. - Adhocracia: la estructura de las empresas de nuestro tiempo – empresas aeroespaciales, petroleras, estudios cinematográficos, etc. Es la forma más compleja, cuenta con especialistas sofisticados de distintas áreas, que combinan sus esfuerzos en equipos creativos de proyecto coordinados mediante ajuste mutuo. Su necesidad principal es innovar, y hacerlo en formas complejas y no estandarizada. Son estructuras fluidas en las que el poder va pasando de unos a otros, y la coordinación se logra mediante comunicación informal y la interacción de expertos competentes; esto, sin embargo, no las hace menos coherentes. Abundan los gerentes: funcionales, de proyecto, de integración, etc, resultando en pequeñas áreas de control; el control, sin embargo, no es el tradicional, de supervisión. Los cinco componentes de la organización se fusionan en uno solo. La estrategia se va desarrollando a medida que se aceptan y terminan proyectos. Funcionan bien en ambientes complejos y dinámicos. Pueden desarrollar proyectos para sus clientes, bajo contrato (ej: agencia de publicidad) o por su propia cuenta (ej: NASA). Las configuraciones son ideales abstractos, estructuras de la vida real y bloques para crear nuevas estructuras – todo a la vez. Las configuraciones mencionadas pueden servir una herramienta efectiva para diagnosticar los problemas de diseño, especialmente aquellos relacionados con el encaje de las diferentes partes. Pregúntese: - ¿Son los elementos internos consistentes? - ¿Son los controles externos funcionales? - ¿Existe alguna para que no encaje? - ¿Será la estructura adecuada en la situación incorrecta? La consistencia, coherencia y encaje (armonía), son factores críticos en el diseño organizacional, pero tienen un precio. Una organización no puede serlo todo para todos. Debe hacer bien lo que sabe hacer bien, y sufrir las consecuencias. Una empresa no puede ser una “burocracia de máquina” eficiente, e intentar ser adaptable. Lo más importante no es cuál es su estructura, sino lograr una estructura. Publicado originalmente en Harvard Business Review, Ene-Feb 1981 http://www.derevistas.com/contenido/articulo.php?art=756 Organizational structure From Wikipedia, the free encyclopedia An organizational structure consists of activities such as task allocation, coordination and supervision, which are directed towards the achievement of organizational aims.[1] It can also be considered as the viewing glass or perspective through which individuals see their organization and its environment.[2] Most organizations have hierarchical structures, but not all.[citation needed] Organizations are a variant of clustered entities.[citation needed] An organization can be structured in many different ways, depending on their objectives. The structure of an organization will determine the modes in which it operates and performs. Organizational structure allows the expressed allocation of responsibilities for different functions and processes to different entities such as the branch, department, workgroup and individual. Organizational structure affects organizational action in two big ways. First, it provides the foundation on which standard operating procedures and routines rest. Second, it determines which individuals get to participate in which decision-making processes, and thus to what extent their views shape the organization’s actions.[2] Contents [hide] 1 Operational organizations and informal organizations 2 History 2.1 Organizational structure types 2.1.1 Pre-bureaucratic structures 2.1.2 Bureaucratic structures 2.1.3 Post-bureaucratic 2.1.4 Functional structure 2.1.5 Divisional structure 2.1.6 Matrix structure 2.2 Organizational circle: moving back to flat 2.3 Team 2.4 Network 2.4.1 Virtual 2.5 Hierarchy-Community Phenotype Model of Organizational Structure 3 See also 4 References [edit] Operational organizations and informal organizations See also: Informal organization and Formal organization The set organizational structure may not coincide with facts, evolving in operational action. Such divergence decreases performance, when growing. E.g. a wrong organizational structure may hamper cooperation and thus hinder the completion of orders in due time and within limits of resources and budgets. Organizational structures shall be adaptive to process requirements, aiming to optimize the ratio of effort and input to output. [edit] History See also: Hierarchical organization and Flat organization Organizational structures developed from the ancient times of hunters and collectors in tribal organizations through highly royal and clerical power structures to industrial structures and today's post-industrial structures. As pointed out by Mohr (1982, pp. 102–103), the early theorists of organizational structure, Taylor, Fayol, and Weber "saw the importance of structure for effectiveness and efficiency and assumed without the slightest question that whatever structure was needed, people could fashion accordingly. Organizational structure was considered a matter of choice... When in the 1930s, the rebellion began that came to be known as human relations theory, there was still not a denial of the idea of structure as an artifact, but rather an advocacy of the creation of a different sort of structure, one in which the needs, knowledge, and opinions of employees might be given greater recognition." However, a different view arose in the 1960s, suggesting that the organizational structure is "an externally caused phenomenon, an outcome rather than an artifact."[3] In the 21st century, organizational theorists such as Lim, Griffiths, and Sambrook (2010) are once again proposing that organizational structure development is very much dependent on the expression of the strategies and behavior of the management and the workers as constrained by the power distribution between them, and influenced by their environment and the outcome.[4] [edit] Organizational structure types [edit] Pre-bureaucratic structures Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks. This structure is most common in smaller organizations and is best used to solve simple tasks. The structure is totally centralized. The strategic leader makes all key decisions and most communication is done by one on one conversations. It is particularly useful for new (entrepreneurial) business as it enables the founder to control growth and development. They are usually based on traditional domination or charismatic domination in the sense of Max Weber's tripartite classification of authority [edit] Bureaucratic structures Weber (1948, p. 214) gives the analogy that “the fully developed bureaucratic mechanism compares with other organizations exactly as does the machine compare with the non-mechanical modes of production. Precision, speed, unambiguity, … strict subordination, reduction of friction and of material and personal costs- these are raised to the optimum point in the strictly bureaucratic administration.”[5] Bureaucratic structures have a certain degree of standardization. They are better suited for more complex or larger scale organizations, usually adopting a tall structure. The tension between bureaucratic structures and non-bureaucratic is echoed in Burns and Stalker's[6] distinction between mechanistic and organic structures. The Weberian characteristics of bureaucracy are: • Clear defined roles and responsibilities • A hierarchical structure • Respect for merit. [edit] Post-bureaucratic The term of post bureaucratic is used in two senses in the organizational literature: one generic and one much more specific.[7] In the generic sense the term post bureaucratic is often used to describe a range of ideas developed since the 1980s that specifically contrast themselves with Weber's ideal type bureaucracy. This may include total quality management, culture management and matrix management, amongst others. None of these however has left behind the core tenets of Bureaucracy. Hierarchies still exist, authority is still Weber's rational, legal type, and the organization is still rule bound. Heckscher, arguing along these lines, describes them as cleaned up bureaucracies,[8] rather than a fundamental shift away from bureaucracy. Gideon Kunda, in his classic study of culture management at 'Tech' argued that 'the essence of bureaucratic control - the formalisation, codification and enforcement of rules and regulations - does not change in principle.....it shifts focus from organizational structure to the organization's culture'. Another smaller group of theorists have developed the theory of the PostBureaucratic Organization.,[8] provide a detailed discussion which attempts to describe an organization that is fundamentally not bureaucratic. Charles Heckscher has developed an ideal type, the postbureaucratic organization, in which decisions are based on dialogue and consensus rather than authority and command, the organization is a network rather than a hierarchy, open at the boundaries (in direct contrast to culture management); there is an emphasis on meta-decision making rules rather than decision making rules. This sort of horizontal decision making by consensus model is often used in housing cooperatives, other cooperatives and when running a non-profit or community organization. It is used in order to encourage participation and help to empower people who normally experience oppression in groups. Still other theorists are developing a resurgence of interest in complexity theory and organizations, and have focused on how simple structures can be used to engender organizational adaptations. For instance, Miner et al. (2000) studied how simple structures could be used to generate improvisational outcomes in product development. Their study makes links to simple structures and improviseal learning. Other scholars such as Jan Rivkin and Sigglekow,[9] and Nelson Repenning [10] revive an older interest in how structure and strategy relate in dynamic environments. [edit] Functional structure Employees within the functional divisions of an organization tend to perform a specialized set of tasks, for instance the engineering department would be staffed only with software engineers. This leads to operational efficiencies within that group. However it could also lead to a lack of communication between the functional groups within an organization, making the organization slow and inflexible. As a whole, a functional organization is best suited as a producer of standardized goods and services at large volume and low cost. Coordination and specialization of tasks are centralized in a functional structure, which makes producing a limited amount of products or services efficient and predictable. Moreover, efficiencies can further be realized as functional organizations integrate their activities vertically so that products are sold and distributed quickly and at low cost.[11] For instance, a small business could start making the components it requires for production of its products instead of procuring it from an external organization.But not only beneficial for organization but also for employees faiths. [edit] Divisional structure Also called a "product structure", the divisional structure groups each organizational function into a division. Each division within a divisional structure contains all the necessary resources and functions within it. Divisions can be categorized from different points of view. One might make distinctions on a geographical basis (a US division and an EU division, for example) or on product/service basis (different products for different customers: households or companies). In another example, an automobile company with a divisional structure might have one division for SUVs, another division for subcompact cars, and another division for sedans. Each division may have its own sales, engineering and marketing departments. [edit] Matrix structure The matrix structure groups employees by both function and product. This structure can combine the best of both separate structures. A matrix organization frequently uses teams of employees to accomplish work, in order to take advantage of the strengths, as well as make up for the weaknesses, of functional and decentralized forms. An example would be a company that produces two products, "product a" and "product b". Using the matrix structure, this company would organize functions within the company as follows: "product a" sales department, "product a" customer service department, "product a" accounting, "product b" sales department, "product b" customer service department, "product b" accounting department. Matrix structure is amongst the purest of organizational structures, a simple lattice emulating order and regularity demonstrated in nature. ▪ Weak/Functional Matrix: A project manager with only limited authority is assigned to oversee the cross- functional aspects of the project. The functional managers maintain control over their resources and project areas. ▪ Balanced/Functional Matrix: A project manager is assigned to oversee the project. Power is shared equally between the project manager and the functional managers. It brings the best aspects of functional and projectized organizations. However, this is the most difficult system to maintain as the sharing power is delicate proposition. ▪ Strong/Project Matrix: A project manager is primarily responsible for the project. Functional managers provide technical expertise and assign resources as needed. Among these matrixes, there is no best format; implementation success always depends on organization's purpose and function. [edit] Organizational circle: moving back to flat The flat structure is common in enterprenerial start-ups, university spin offs or small companies in general. As the company grows, however, it becomes more complex and hierarchical, which leads to an expanded structure, with more levels and departments. Often, it would result in bureaucracy, the most prevalent structure in the past. It is still, however, relevant in former Soviet Republics and China, as well as in most governmental organizations all over the world. Shell Group used to represent the typical bureaucracy: top-heavy and hierarchical. It featured multiple levels of command and duplicate service companies existing in different regions. All this made Shell apprehensive to market changes,[12] leading to its incapacity to grow and develop further. The failure of this structure became the main reason for the company restructuring into a matrix. Starbucks is one of the numerous large organizations that successfully developed the matrix structure supporting their focused strategy. Its design combines functional and product based divisions, with employees reporting to two heads.[13] Creating a team spirit, the company empowers employees to make their own decisions and train them to develop both hard and soft skills. That makes Starbucks one of the best at customer service. Some experts also mention the multinational design,[14] common in global companies, such as Procter & Gamble, Toyota and Unilever. This structure can be seen as a complex form of the matrix, as it maintains coordination among products, functions and geographic areas. In general, over the last decade, it has become increasingly clear that through the forces of globalization, competition and more demanding customers, the structure of many companies has become flatter, less hierarchical, more fluid and even virtual.[15] [edit] Team One of the newest organizational structures developed in the 20th century is team. In small businesses, the team structure can define the entire organization.[14] Teams can be both horizontal and vertical.[16] While an organization is constituted as a set of people who synergize individual competencies to achieve newer dimensions, the quality of organizational structure revolves around the competencies of teams in totality.[17] For example, every one of the Whole Foods Market stores, the largest natural-foods grocer in the US developing a focused strategy, is an autonomous profit centre composed of an average of 10 self-managed teams, while team leaders in each store and each region are also a team. Larger bureaucratic organizations can benefit from the flexibility of teams as well. Xerox, Motorola, and DaimlerChrysler are all among the companies that actively use teams to perform tasks. [edit] Network Another modern structure is network. While business giants risk becoming too clumsy to proact (such as), act and react efficiently,[18] the new network organizations contract out any business function, that can be done better or more cheaply. In essence, managers in network structures spend most of their time coordinating and controlling external relations, usually by electronic means. H&M is outsourcing its clothing to a network of 700 suppliers, more than two-thirds of which are based in low-cost Asian countries. Not owning any factories, H&M can be more flexible than many other retailers in lowering its costs, which aligns with its low-cost strategy.[19] The potential management opportunities offered by recent advances in complex networks theory have been demonstrated [20] including applications to product design and development,[21] and innovation problem in markets and industries.[22] [edit] Virtual A special form of boundaryless organization is virtual. Hedberg, Dahlgren, Hansson, and Olve (1999) consider the virtual organization as not physically existing as such, but enabled by software to exist.[23] The virtual organization exists within a network of alliances, using the Internet. This means while the core of the organization can be small but still the company can operate globally be a market leader in its niche. According to Anderson, because of the unlimited shelf space of the Web, the cost of reaching niche goods is falling dramatically. Although none sell in huge numbers, there are so many niche products that collectively they make a significant profit, and that is what made highly innovative Amazon.com so successful.[24] [edit] Hierarchy-Community Phenotype Model of Organizational Structure Hierarchy-Community Phenotype Model of Organizational Structure In the 21st century, even though most, if not all, organizations are not of a pure hierarchical structure, many managers are still blind-sided to the existence of the flat community structure within their organizations.[25] The business firm is no longer just a place where people come to work. For most of the employees, the firm confers on them that sense of belonging and identity- the firm has become their “village”, their community.[26] The business firm of the 21st century is not just a hierarchy which ensures maximum efficiency and profit; it is also the community where people belong to and grow together- where their affective and innovative needs are met.[4] Lim, Griffiths, and Sambrook (2010) developed the Hierarchy-Community Phenotype Model of Organizational Structure borrowing from the concept of Phenotype from genetics. "A phenotype refers to the observable characteristics of an organism. It results from the expression of an organism’s genes and the influence of the environment. The expression of an organism’s genes is usually determined by pairs of alleles. Alleles are different forms of a gene. In our model, each employee’s formal, hierarchical participation and informal, community participation within the organization, as influenced by his or her environment, contributes to the overall observable characteristics (phenotype) of the organization. In other words, just as all the pair of alleles within the genetic material of an organism determines the physical characteristics of the organism, the combined expressions of all the employees’ formal hierarchical and informal community participation within an organization give rise to the organizational structure. Due to the vast potentially different combination of the employees’ formal hierarchical and informal community participation, each organization is therefore a unique phenotype along a spectrum between a pure hierarchy and a pure community (flat) organizational structure."[4]P [edit] http://en.wikipedia.org/wiki/Organizational_structure organizational structure Definition The framework, typically hierarchical, within which an organization arranges its lines of authority and communications, and allocates rights and duties. Organizational structure determines the manner and extent to which roles, power, and responsibilities are delegated, controlled, and coordinated, and how information flows between levels of management. An structure depends entirely on the organization's objectives and the strategy chosen to achieve them. In a centralized structure, the decision making power is concentrated in the top layer of the management and tight control is exercised over departments and divisions. In a decentralized structure, the decision making power is distributed and the departments and divisions have varying degrees of autonomy. An organizational chart illustrates the organizational structure. http://www.businessdictionary.com/definition/organizational-structure.html Organizational Structure Types and Design Strategy Welcome to Organizationalstructure.net. Starting a new organization can be a hard task, no matter how big or small it may be. Whether you are starting a new company, business, or you're a school board member, your organization needs a good structure to keep it going. On our site, you can find information on strategies, designs, and the implementation of different types of organizational structure. We can offer examples for businesses, companies, corporations, schools, restaurants, and more. The structure of your business will act as the backbone and support concerning decision making and other processes. Deciding early what type of organizational system you want to implement will help to ease the stress of the initial start-up. If each person in the organization knows what he or she is supposed to be doing, there is less room for confusion and poor judgment. Perhaps setting up a management team would work the best for your organization, or perhaps a hierarchy of decision makers would work better. Either way, setting up a definite structure before important shots are called makes a difference. Organizational Structure Corporate Theory The first step is determining what type of organizational structure you would like to design and implement. Some examples of structures would be, functional and hierarchical. Next, you should develop a strategy to start organizing your business, company, or group. How do you want it to run? From the top down, or by a matrix of different people, such as a management department is a big decision. Once you have a few options picked out, you can decide which option will be optimal to produce the results you desire. On this site, you can find assistance on the topics above. Available to you are designs, models, alternative ideas, and strategy examples for setting up the structure of your business. Also available are different theories and opinions surrounding some strategies discussed. As for smaller organizations, we can offer some public resources to help you in your specific area. Additionally, simple versions of structures can be found. If you choose the options that best fit your organization then you're more likely to succeed in your market. By having the right people in the right place, it can lead to better networking opportunities, higher sales, increased interest in your organization, and overall success. Define or Definition OS can be defined as the way or method through use of a hierarchy that a group, business, organization, people or objects collaborate to achieve success on one common goal. OrganizationalStructure .NET Copyright 2008 http://organizationalstructure.net/