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  • May 1994
  • Background Note
  • HBS Case Collection

Managing Market Complexity: A Three-Ring Circus

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:14
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Abstract

Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three stages of market development: entrepreneurship and innovation for stage 1, efficiency and dedication for stage 2, and expansion and coordination for stage 3. Contrary to current wisdom, argues that form (or structure) is as important as process. Concludes with illustrative case examples.

Keywords

Business Processes; Growth and Development Strategy; Complexity; Organizational Structure; Organizational Culture; Product Marketing; Markets; Product

Citation

Rangan, V. Kasturi. "Managing Market Complexity: A Three-Ring Circus." Harvard Business School Background Note 594-119, May 1994.
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About The Author

V. Kasturi Rangan

Marketing
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More from the Author
  • Transformative Social Impact: Health Leads (B) By: V. Kasturi Rangan and Sarah Appleby
  • Equal Justice Initiative: Mercy, Truth and Dignity By: V. Kasturi Rangan, Gerald Chertavian and Brittany Logan
  • Essex County Community Foundation: Pivot to Systems Philanthropy By: V. Kasturi Rangan, Brian Trelstad and Courtney Han
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