Published by:
Harvard Business Publishing
Length: 7 pages
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Abstract
For Italy''s Gruppo GFT, being a global company is not about increased standardization; it''s about a quantum increase in complexity. The more the company penetrates global markets, the more it has to respond to myriad local differences among those markets. Achieving this flexibility requires turning the organization inside out. GFT has had to reinvent the entire way it does business--how it defines customers, how it develops and manufactures products, and how it handles marketing and distribution.
About
Abstract
For Italy''s Gruppo GFT, being a global company is not about increased standardization; it''s about a quantum increase in complexity. The more the company penetrates global markets, the more it has to respond to myriad local differences among those markets. Achieving this flexibility requires turning the organization inside out. GFT has had to reinvent the entire way it does business--how it defines customers, how it develops and manufactures products, and how it handles marketing and distribution.