Continuing our blog series looking at reasons to introduce a matrix structure. In this post, we look at meeting the needs of global or regional customers as a reason to matrix.

I could not find a single company announcement that cited this as a primary reason for introducing a matrix.

However, our experience at Global Integration in working with clients, particularly those of medium size, is that they very often globalize and become more integrated in response to the requests of their global customers for ‘one person to talk to’  – a single point of contact  – worldwide.

We were actually quite happy with our local plant and community structure. It is very much part of our culture and is simple to operate. However, three of our biggest customers now operate globally and they want a single point of contact that can deliver decisions across our system. At the end of the day we have to provide that or we will be out of business.

Operations director, speciality materials

In many organizations, there is a tension between the needs of these global customers and the requirements of purely local customers, who form the majority in most companies.

A matrix helps us structure and deal with this tension.

About the author:

Claire Thompson Claire has a background in PR and communications, and has worked in the UK and abroad for many years. Within Global Integration, she's the frontline for co-ordinating the blogging, social media, posting and general digital magic that team members ask for support with. It keeps her busy - she loves it! Google+ Profile: .

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