Managing Market Complexity: A Three-Ring Circus

V. Kasturi  Rangan

Background Note | HBS Case Collection | May 1994

Managing Market Complexity: A Three-Ring Circus

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;

Format: Print

14 pages

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Citation:

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

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Managing Market Complexity: A Three-Ring Circus

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