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DSpace at Khazar University

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firm and lacking in another, even though their structures, on the face of it. Look very<br />

similar. Thus, within the broad arguments advanced by the contingency approach, we<br />

should also be alert to more "fine-grained" differences <strong>at</strong> the oper<strong>at</strong>ional and tactical<br />

level th<strong>at</strong> can confer advantage.<br />

2-5-6. Changes in the contingent variables<br />

If the str<strong>at</strong>egy of the organiz<strong>at</strong>ion leads to significant changes in the contingent<br />

variables, substantial structural changes may be required, which may result in the firm<br />

moving from one configur<strong>at</strong>ion to another: for example, from a machine organiz<strong>at</strong>ion to<br />

a division structure. These inter structural changes may be required in the following<br />

circumstances:<br />

When substantial changes in product/market scope have been introduced: new<br />

markets, exporting, launching different types of product in existing markets,<br />

diversific<strong>at</strong>ion, new products and new markets.<br />

When there have been significant shifts in the tasks facing the firm: the tasks may<br />

have become increasingly complex, or technical or procedural developments may<br />

have simplified the task.<br />

When there have been significant changes in the dynamism of the environment:<br />

an increased pace of change in the unpredictability of the environment requires<br />

the firm to be much more flexible and adaptable.<br />

When the "rules of the game" have been changed: increasing competitive<br />

pressures lead to more emphasis being given to, for example, the pace of new<br />

product introductions, the tight control of costs, moves towards vertical<br />

integr<strong>at</strong>ion (either forwards into distribution or retail, or backwards into<br />

component manufacture), increasing use of subcontractors for core activities.<br />

Changes of this n<strong>at</strong>ure and scope are likely to put the existing structure under<br />

considerable pressure. There is evidence to suggest th<strong>at</strong> structural reorganiz<strong>at</strong>ion often<br />

lags well behind the change in str<strong>at</strong>egy. There is inertia in many organiz<strong>at</strong>ions,<br />

compounded by reluctance on the pan of top management to grasp the nettle of<br />

structural change th<strong>at</strong> results in damaging mism<strong>at</strong>ches being perpetu<strong>at</strong>ed between the<br />

new str<strong>at</strong>egic position of the firm and the former, now inappropri<strong>at</strong>e, structure.<br />

Unfortun<strong>at</strong>ely, it is often only when a crisis of some sort is reached th<strong>at</strong> the necessary<br />

70

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