Aquarius Advertising Agency Case Study Summary

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Cases for Analysis ~ Aquarius Advertising Agency

690 WordsDec 19th, 20103 Pages

CASES FOR ANALYSIS ~ AQUARIUS ADVERTISING AGENCY
1. Analyze Aquarius with respect to the five contextual variables. How would you describe the environment, goals, culture, size, and technology for Aquarius? ANSWER: Aquarius is a middle-sized firm operating in a relatively unstable environment, particularly because in the industry it was common to lose or gain clients quickly because of consumer behavior changes or product innovation, sometimes with no advance warning. The technology is predominantly nonroutine because of the emphasis on creativity and art. The structure is functional with full-time integrators who provide horizontal linkage. The goals of the firm are to be creative and to satisfy customers. 2. Design a new organization…show more content…

Why or why not? ANSWER: To determine whether a matrix structure is feasible now, or will be feasible in the future, students should examine the requirements for a matrix. Is there a dual domain competitive issue? Perhaps, in this case. Service and creativity require technical competence within each function, and yet at the same time, effective coordination across functions. Is the environment uncertain? Overall, there is potential for rapid environmental change. The environment of an advertising agency is not as uncertain, and does not have as great a potential for instability as the environment of computer chip manufacturers, but nevertheless the environment is relatively uncertain. Customers change agencies frequently, and employees drift from agency to agency. New developments and techniques occur in the industry's technology. Is there a need to share resources across project or product lines? Yes, one of the problems of moving to a hybrid structure with account executives serving as the focus of line authority is the tremendous duplication of functional resources. Unless an agency is extremely large, it cannot afford to have separate teams of art, copy, merchandising, media, and research specialists for every account executive. This is an example of the need for shared resources that typifies a matrix structure. Thus a matrix structure might be feasible for Aquarius Advertising. But in this situation, matrix is not the

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