1. In today's world, there is great competition in nealry all
sectors. One of the basic tools to be effective and competitive
organization is to be a hybrid organization. Information in the era
of knowledge explosion can be considered as the dense production,
production of information very quickly to the application for the
introduction of information technology in the rapid development and
globalization, as changes in organizational structures and
processes to review are forcing the information in the age of
organizations, technology use level at which they will get advanced
information and communication technologies radical effects against
and therefore stay with current information and communication
technologies can lead a very dynamic growth experienced in the
transformation of the structure of organizations . Accordingly
organizations, temporary employment, hybrid-hybrid (Hybrid
organization) organizational structures, with joint ventures (joint
ventures), network organizations (networking organization),
shrinking (downsizing), lean organizations (lean organization),
cluster organizations (cluster organization) self-managed work
groups (self-managed working groups), virtual organizations
(virtual organization), learning organizations, making use of
external resources (outsourcing), basic skills approach (core
competence) and total quality management toward change are taking
place. These changes occurred in organizations, organizations
related to the functioning of the changing nature of the process
and therefore organizations are emerging new forms of structuring
(KOEL, 2001:318). Organizations, along with globalization in the
market dominance to ensure organizational effectiveness and service
quality to achieve their goals, such as structures are redesigned.
Hybrid (Hybrid) organization concept is an important concept in
terms of multi-national enterprises. This study will first talk
about the concept of organization, and the need for modern
organizational structures will be explained. Then, hybrid
organizations with examples in detail will be covered. In
conclusion, modern organizational structures, and differences will
be noted that hybrid organizations bring. 2.MODERN ORGANIZATIONS
Globalization is effective in all areas of life and globalization
in recent years with the rapid changes which significantly affects
organizational structure. Not remain indifferent to these rapid
changes in organizations. In this study, in the process of
globalization in the international platform hybrid (hybrid)
organization structure will be examined. 2.1. Introduction
Biological and physiological needs of people and aim to meet
together with others to reach the laws have to. At this point
stands out against our organizations. Organizations to accomplish
specific goals that are created as groups of individuals can not do
a single push is done to provide. Concept of organization, and
consists of a large number of members within a social system-
oriented objectives of management activities (functional
organization concept), as well as social institutions that perform
activities itself (the concept of corporate organization) refers.
Organization, "which are necessary for the production of tangible
and intangible tools, bringing together activities in a specific
order as a result of the emerging structure" tab can be defined as
(Asunakutlu & Cokun, 2000:21). Important work in the field of
management science with Luther Gulick according to the business
section to reach a specific goal- organizing, formal authority was
established in units of the mechanism of "organization" is called.
(Arslan, 2004:205).
2. Organization is the organization's plan for the
implementation of the regulation of resource activities, including
all of the creation of an organizational structure process.
Organization structure, organization of the work was divided, the
group and coordinate the can be considered as a formal framework
(Akmut, Aktas and others, 2003:69). Organizations, specific
objectives to accomplish more than one person co-ordinated way they
work in a building, organizing the activities of organizations to
ensure that human resources, financial elements and functions in
coordination to bring together the process of being identifiable.
(EFIL, 2004:160). Until the 1980s, mass production and efficiency
based on a hierarchical or bureaucratic organizational structures
accordingly intense international competition under the influence
of globalization and rapid change remains insufficient to meet the
needs of the process. Mass production, by the least developed
countries and the traditional understanding of organization is
preferred by fans, contemporary or modern organizations, flexible
manufacturing and new structures that give priority to become
specialists have begun to search. This is the ideal structure of
mass production, the bureaucratic (hierarchical) structure
separated from the one hand, some features of bureaucratic
structures that benefit from the other side of the matrix structure
of expertise, flexibility and independence to carry on such
advantages of the new organizational structure to the emergence has
caused. Emerged in the process of globalization, this new
organization structures "modern buildings" are expressed as (Star,
2006:13). 2.2. Modern management theories Other systems over time
(just built in 1960 as a systems approach is applied to the
location in the 1970s as a situational approach) reduced the effect
of management and organization, and even live within the community
to respond to the needs of persons unable to come is inevitable.
Indeed, this case came to the most important and leading cause, we
are experiencing the information age and technology development and
the rapid change is the result. With the help of a growing impetus
of change in technology is to progress. Theorists of the 1980s
created by Durumsallk approach be used in the basic approach to
management would have suggested. But a growing impetus for change
as technology advances with the location of durumsallk approach to
the techniques of modern management approach was replaced. (Melon,
T, 2009:1) Organizations, on the basis of production required to
reach consumers, as well as organizational management in terms of
changing world conditions (globalization, consumer awareness and
product a decisive role in human rights, the environment to create
awareness, information, knowledge gained importance and frequent
use, advanced technology and information systems, etc.) effect can
not respond to the needs and reconstruction situations have come to
terms with the changing requirement of compliance with the severely
felt. (Melon, T, 2009:1) Organizational structure of an
organization of various elements of the external environment
(customers, government intervention, competition, market
conditions, etc..) Will be affected by such external factors. On
the other hand, in particular, dissolution of the Soviet
Blok'undaki, human rights, democratization, globalization,
strengthening of the current, for reasons such as increasing
competition from international organizations made various
innovations have emerged.
3. Planning is important with a function such as learning and
problem against the collective need to find joint solutions with
the organization / environment / community partnerships with other
intractable systems shall be developed. And organizations so that
the ecological demands of this increased demand to cope with the
need to learn new models and examples, the environment development
of the relations between the joint creation of facilities chose a
path, and thus are able to fulfill the following (Melon, T,
2009:1): A learning function should be permanenet on: 1.Others,
such as job design, work experience, which likely applies to the
possible transfer of technologies to develop with the function of
interest throughout is laid out 2.Rational models or paradigms, and
opportunities to become aware of the difficult situation with the
full scope of consciousness to develop more powerful to be there of
the learning process a 3.Ecological systems theory of the learning
process, partnership / co-development and creative thinking as the
theory of systems analysis functions, some of the execution to a
systemic approach to access 4.Organization with this justification
on the basis of a whole organization to the financial and
structural basis to better realize all of the above-mentioned
functions, the active participation of top management staff,
provide essential support functions to be displayed in the form is
extremely important. Globalization, Management Excellence
(Excellence in Management), Human Rights, Information Age,
Knowledge-Based Organization, the International Competition,
Systems Approach between the Information Society (Knowledge
Society), Telecommunications, Total Quality, Rapid technological
changes, similar concepts and developments of the organizations and
on the functioning bring radical changes have to be considered. The
development of communication and information technology businesses
have eliminated the concept of distance, ensuring that everyone has
access to information will become. Hierarchical differences in this
case first and foremost organization, management area, career
planning, use of concepts like authority influenced. The most
important result of these developments "continuous change" has
become. For this reason, people have to constantly renew themselves
remain. Profound effect on organizational structure that
developments such as globalization, businesses in raw material
supply, marketing, finance and personnel requirements in terms of
thinking outside the country has forced. This on the one hand in
the activities of businesses to revise their criteria for
effectiveness, the other hand, can respond instantly change
creating flexible organizational structure has forced. All these
developments are made, human rights, humanitarian values, the
concept of personality and creativity of people to benefit from the
views and approaches regarding the organization and functioning of
the processes have been effective. (Melon, T, 2009:1): 2.3. Provide
Exchange Factors 2.3.1.Communication and Technology: Businesses
with new communication methods to overcome national borders and can
operate in a wider area. Countries all over the world with
widespread use of communication for organizations has become a
potential market, a national of the buildings were converted into
international structures. Thus, the above mentioned changes
observed in enterprises and new business-type concepts have
emerged. - Large centers small factories - Vertical integration to
work with subcontractors
4. - Size of the economy flexible small structures - Sharp and
lean organization hierarchy from the flattened - Bureaucratic
personality entrepreneurship - Market share increased to create new
market - Mass marketing niche marketing - Quantitive quality Robock
and Simmonds (1989), of being multi-national companies doing
business in the country and the number of owners or top managers,
such as nationality structural factors, foreign countries, obtained
from or transferred to foreign countries, the earnings, sales, or
for employees such as performance criteria, managerial behavior,
according to the application determined the causes of conflict in
the literature had revealed that such businesses were identified as
the different structures of the supply. "International",
"transnational" and "multinational enterprises" concept, a central
office controlled by the applications many countries spread across
the private, public or mixed enterprises as a collection of a
single defined as the combined Change City (Robock and Simmonds,
1989 : 6), there are also different definitions of these concepts:
International Business: own country, except in one or more
businesses operating in the country, Multinational Enterprises: At
least two country ownership of part or all of its own production
and marketing activities as contained in its own business strategy
and this strategy with all its affiliates or subsidiary businesses
in the application, Transnational business: operating in the
political and economic borders, management and ownership structure
because a single national identity does not have a business,
Supranational Business: established through international
agreements, international registration and controlled by an organ,
not the nationality as a legal business, Global Business: All
functional areas including, business applications makes it is
common in the age of the world (Ball and McCulloch, 1990: 19)
2.3.2.Globalizasyon: Business has been moving beyond national
borders. Closed organization (system) alternative left. Flexible
organization has come into question. Network organization, hybrid
organizations, joint-venture and strategic alliances is a result of
these developments. 2.3.3.Creativity human worth making: Team
organization, authorization and approaches zero, the hierarchy is
the result of these developments. 2.4. New Developments in
Management Organization Theory: Since the mid-1970s, management and
organization of ideas and applications in many new and different
views have emerged. As of 1998 the management and organization
literature, and emerging applications of the major concepts and
techniques; (KOEL, 2005; 349-350) -Lean Management and Organization
(Lean Management and Organization), In Business Process Renewal
(Exchange Engineering, Process Renewal, Business Process
Reengineering, Reengineering); -Total Quality Management (Quality
Safety, Quality Assurance, Total Quality Management); -Team (Team)
Organization (Team-Based Organization); -Learning Organization
(Learning Organization);
5. -Level Reduction (Delayering); -Basic (Self) Expertise (Core
Competence); -Benchmarking; -Strengthening Personnel (Empowerment);
-Beneficiaries of Outsourcing to (outsourcing); -Creating Strategic
Alliance (Strategic Alliances); -Shrinkage (Organizational
Shrinkage, downsizing); -Size-appropriate Discovery (Rightsizing);
Type of Organization-Network (Network Organizations); -Hybrid
Organization Structures (Hybrid Organizations); -Cluster
Organizations; -Zero Hierarchy.. Total Quality Management: Quality,
customer expectations of goods & services to give the opposite
is even more to be. Quality event "technical" (statistical quality
control) from an application beyond a "philosophy" has become.
Basic (core, core) Capabilities - Core Competence: Basic skills, a
business that separates you from other business enterprises to
realize the vision of the fundamental role that competitors can not
be imitated easily by the knowledge, skills and capabilities
represents. In today's conditions "to innovate" to business
competitiveness is the most basic skills. Basic skills, good
business affairs to know some things from other companies to become
well know, well know outside of work to be done all the work done
to others and to innovate constantly to focus on is shipped.
Outsourcing from the Resource Request - Outsourcing: Organization
of a growing extent, only that they have their own talents and
skills based jobs to want to do, "core competence" or basic skills
in use of business organization other than businesses tend to buy,
a common "outsourcing" or "from outside sources exploit
"application has revealed. That considered the above changes and
developments affecting the organization and functioning of the
structure, the current life used in the formation of several new
organization has provided. Below this new field of application of
most of those organizations are discussed. Network Organizations:
This type of basic features of the structure: a product or service
should be made for generating business and activities and that the
resources required for a single business rather than the collection
within the different businesses is that it is distributed. The main
reason for the emergence, operation of the environmental changes
that can respond immediately a lilt to reach, to increase
efficiency and business and professional know that essential work
to do other jobs within the framework of a market discipline
transferred to other organizations is the idea. Cluster
Organization: Ym organization in a sense, "working group
organization" is synonymous with. Here, a group of people from
different disciplines by creating a permanent or temporary basis,
perform work that is certain. The group's activities and not with
hierarchical control, but group members will conduct themselves in
a system will develop between them. The most important feature of
this understanding of the organization, within ym people,
hierarchical differences based on class and not with authority but
to produce results, mainly to share information and communication
tasks.
6. Renewal process engineering-change-again sreleme
(Reengineering, Business Process Reengineering) process renewal, to
ensure continuous and small developments, not deep- rooted and is a
concept about making major changes. Classical structures have
introverted to highlight the required goods or a service-producing
jobs in the process of the different departments have been
distributed to both quickly and to act not because of the process
of revising the configuration that describes the "renewal process"
concept of development environment has found. -Hybrid (hybrid) and
centrifugal organization structure and functioning is dominant.
Hybrid Organizations: Hybrid organizational structure of
departments in large enterprises in different directions in the
organization and structure expresses. Large enterprises and
products around the complex activities of a variety of
organizational structures in more than one application requires.
This type of environment managers, product-related activities, the
environment and the strategies required to prefer structure. A
section according to geographical area, other than a section and
another section to the functions of the team in question may be
configured according to. This type of basic issues in
organizational structure, effective coordination by senior
management and audit system is that you can install. (KOPARAL,
2003) 2.5. Hybrid-Hybrid Organizations This type of organization
and dynamics of different forms with a combination was formed. This
organization model, modern themes, which directly relates to the
complexity and granularity of. Hybrid Organizations, is a mixture
of organic and mechanical systems. Mechanical system, the basic
features similar to the bureaucratic structure, represents a solid
structure. Static environment is appropriate. Certain duties and
responsibilities, clear hierarchy, specialization has duties.
Organic system, the quality to fit changing circumstances, more
flexible structure is a management system. Contrary to the duties
and responsibilities flexible mechanical systems and horizontal
hierarchy of the system is applied. New technologies to be used by
businesses, more market-oriented structure to ensure the structures
are for the conversion options have been. Reshaping the structure
of their business or business to decide when you are in
communication & cooperation with business organizations to
function based on whether the teams do on the actual selection is
made: (DAY, G; 1999; 194) 1.In organizations, cross-functional
(cross functional) information sharing and cooperation between
departments is limited level, based on economies of scale and
capabilities to function if there is a vertical organization
structure and functional hierarchy is called. 2. In organizations,
cross-functional (cross functional) information sharing and
cooperation between departments is a very high level, economies of
scale and capabilities based on the team if there is a horizontal
organizational structure and core competencies focused on the
processes from different disciplines of the team is formed. 3.Eer
cross-functional organizations (cross functional) information
sharing and cooperation between departments is high, but the
function is based on a hybrid-hybrid organizational
7. structure of the hierarchy is created. Hybrid organizations,
more than one process can realize the team is comprised of
continuous. If this information sharing and cooperation in
organizations increases the heads of these teams are assigned to
the functional manager. 4.Eer cross-functional organizations (cross
functional) information sharing and cooperation between departments
within organizations is relatively low, although information
sharing and cooperation is an important project team consisting of
a temporary high hybrid-hybrid organizational structure is created.
As we have seen above, based on function and communication is not
important vertical organizations, communication and team-based
organizations as strong horizontal organizations that could be
seen. An organization's vertical, horizontal, should be whether a
hybrid organization did decide we need to review before the
organization of this type. (DAY, G; 1999; 194) Vertical
Organizations: The traditional vertical organization type, with
particular focus on strategy is ideal for small and medium-sized
businesses. These organizations, customers' needs and requirements
are met for the item and accordingly is also completely different
goods and services generates. Example: Powdered sugar factory.
Products are standard, customer expectations are standard, the
price of products, features is straight forward. Such general
information sharing and strong leadership in business, the
organization itself is good enough to adjust to the market.
Inelastic to the system owner, employee-oriented and cost of
capital is required to optimize the layout hierarchy employed by
the organization are, or extraction. These organizations are very
clear job description is as certain. Work to be done, with thick
lines are separated from each other, each position requires
expertise and experience. The weakest point is the coordination of
the vertical hierarchy. Many mid-level managers of the feedback
that the information collected, management and priorities of the
messages to convey and explain their dependents managers in these
organizations is important because the key source of information
flow and arrangement of these people depend on. Her own functional
area manager is available in this area themselves, they do their
jobs, but are not in good communication with each other. Only focus
functions. Therefore, the lack of product integration, customer
demand and high production costs can proceed with the appeal to the
cause. This complex problem needs to be on top of market demand and
competitors' new products or services by developing new strategies
constantly to follow should be taken as the significant threat.
(DAY, G; 1999; 194) Horizontal Organizations: Horizontal
organizations, natural workflow and processes are based on
fundamental skills. The vertical organizational structure rather
than seen in the functional hierarchy, such as product manager and
team coordinator of the horizontal organization structures are
observed. Thanks to the integration and coordination between
departments, departments will compete with each other, a common
denominator in how to better meet customer demands and requirements
on the concept will develop. (DAY, G; 1999; 194) Backbone of an
organization's core competencies are based on processes can say.
Developing new products, such as supply chain or any process,
consisting of professionals from multiple disciplines is the
responsibility of the team. Teams, such as customer satisfaction
with the process was the result of the activities that can be
compared with competitors such as order processing time, such as
features and capabilities are measured by external targets.
Information, through the internal network is shared by all team
members. (usually with the
8. intranet) and thus, information and filtering again,
misquotation, and orientation will also have disappeared. (DAY, G;
1999; 195) Horizontal organizational structure or process-based
organization in the organizational structure to have, allows the
formation of new management positions (Workman, John, 1993). The
names of the organizations created in the new management positions,
department director, section leader, director and supervisor can.
Instead, on the role of an organization are the three main managers
(DAY, G; 1999; 195): Process owners: These people have their design
processes, on the basis of days of observation of the activities of
the team, is responsible for managing and reporting. They have
teams that perform process creation, execution, management and
performance are responsible. These people, to keep the goals at the
highest level, resource use and the work they do at their maximum
level and processes related to work hard to give instant feedback.
To achieve targets set for themselves and to increase efficiency by
creating an internal competitive environment are motivated to
provide maximum benefit. Coaches: Expertise and experience in areas
requiring skills development of employees, and are responsible for
training. Training and sharing experiences with new practices,
procedures and technical competencies and processes required to
make business, to ensure continuity of development and the tool
will need. Leaders: The organization's core competencies based on
the process together with the basic processes for creating
effective strategies to create a synergy and strategies are
required with creating a unifying logic and philosophy. Direct
observation in the light of their organizations by making
referrals, use of resources and organizations that make the rest of
the operating principles of the shape of the creation of the
organization leads. On the other hand, choices and preferences at
any time or from top to bottom may not be suitable for
organizations, employees very little part of the strategy may fail
yaypp. On the other hand, many employees also can be a major player
in the ongoing dialogue strategy can provide and can be successful.
These leaders, the organization to recognize the good, the process
depends on good follow-up and routing. There are many important
factors that define the horizontal organization is built. These
organizations, with fewer layers of hierarchy, because teams and
less able to manage itself the responsibility of guiding team are
necessary. These teams, their direction could only need a simple
upper echelons of management. The second factor, the team will
continuously improve themselves and to maximize attitude has.
Finally, these organizations, who can easily adapt itself when
conditions change, and if necessary have the ability to
re-configure. (VIRDEN, 1995; 24-40) Horizontal organizations, may
not always be in a pure structure. Horizontal built many successful
organizations, on some fundamental processes at the same time
experts are organized. On the other hand, we give the following
example, the organization's core competencies and some special
functions on the process, but a classic pharmaceutical companies
specialize in the seven-level managers, while this company has only
three stages. 2.5.2. Hybrid Organization Definitions Two main
strategies for businesses is implementing international activities.
One of these multi-national (Multi-domestic) strategy and one
global strategy.
9. Organizational structure is formed by the hybrid strategy in
the global strategy is a step ahead. Hybrid organizational
structure of departments in large enterprises in different
directions in the organization and structure expresses. Large
enterprises and product diversity of the complex activities of the
environment, more than one application requires a combination of
organizational structure. This type of environment managers,
product-related activities, the environment and the strategies
required to prefer structure. According to geographical areas in a
section, other than a section and another section for the following
functions according to the team in question could be restructured.
This type of basic issues in organizational structure, effective
coordination by senior management and audit system is that you can
install. (KOPARAL, 2003; 104) According to Miller and Dess'e;
hybrid strategy units in various countries continue their
activities but not only from the center of an international
relations also with each other in the execution as. These three
strategies related to the properties can be explained as follows
(EREN, 2000:267-268): International (Multidomestic) Strategy
Various countries are independent units. Each unit is independent
from the others in their own market operates. International Center
different from other units carry a feature. Global Strategy a
central unit is connected to various countries and it is under
control. International markets central to various countries and
work makes the search for standard products. To create economies of
scale in production activities is carried out from a center. Hybrid
(Hybrid) Strategy units in various countries from a center of
activity and also perform in relation to each other constantly.
units in different countries can meet only karslatklar exception.
Multi-customer needs for mobility, if that is the mutual
resistance. Telecommunications and internet facilities benefit. All
organizations regardless of where the source uses. Global
competition act fast to avoid missing customers. 2.5.3. A hybrid
organizations Example: Astra Merck Astra Merck, the drug
development and sales sector with a turnover of several billion
dollars is a huge company. Astra Merck, the organization has chosen
when setting up a hybrid structure. In 1992 the Swedish-American
partnership, joint-venture production company which was established
as a drug. Traditional pharmaceutical companies, pharmaceutical
professionals through a presentation to introduce their products to
doctors and the sample had opted for a marketing way. Doctors also
tested samples from them and wants to get pharmaceutical companies
were. As a result of drug purchases in 1993 of the centralization
of this relationship between doctors and drug companies, was shaken
from the foundation. Purchasing managers, drug activity and price /
benefit ratio began to look to its height. Thus sales team starts
to decrease while the cost of sales, income of 25% - 30 'on top of
flour began. (DAY, G; 1999; 196-197)
10. When she started the new management and a white page,
employment dismissal was more than many a dealer. Decentralized
business units are formed. Business units, consisting of
professionals from different disciplines work teams consist of
building blocks and an architecture based on 15 key business
processes are built upon. Cornerstone of this system, America 's 31
provinces of the team for each business unit are organized. Each
unit experience and knowledge about drugs has scientists. These
people, and contact with professionals in the pharmaceutical sector
are both customers and business managers provides information and
technical support. Business units, customer requests and needs and
be able to apply the skills and experience could easily find
solutions in the market and very strong team consists of experts.
To manage this decentralized structure, Astra Zenica, providing
easy access to product information that can be used company-wide
focus on systems investments made. Furthermore, go to the customers
request and will respond to the needs "drug solutions" team was set
up for each area of expertise. This team development, licensing,
marketing, sales and product supply is composed of experts,
different teams for internal medicine, urology is a different team.
These teams, from different disciplines working solutions-oriented
business unit (business unit) teams are the teams that support
professional. Astra Zenica, horizontal close to the benefits of the
hybrid organizational structure in 1998, began to see. In 1992, the
company $ 1 billion in revenue, $ 4 billion revenue in 1998 and a
was removed. Customer satisfaction level exceeded the industry
average. 67 different geographic areas close to 2400 people with
sales representative Astra, on IT and HR in the region that support
business managers and clients managed by the center opened and 67
regions, these centers began reporting to. All of these teams to
the management of the value chain by providing the team has created
a hierarchy. 2.5.4. Hybrid Organizations Today, many companies have
a horizontal organizational structure is vertical rather than
horizontal structures are to establish organizational structure.
The first 500 companies in America in the 73 research units at the
company, none of the actual landscape, but only 32% of
organizations do not have 'll keep the traditional organizational
structure is indicated. (Boston Consulting, 1995) Other companies,
38% for specific projects have been narrowing the scope, duration
and specific purpose from different disciplinary professional team
of specialists employed in the functional groups on the functional
processes realizes. 30% of staff with the functional business
processes does it. Unilever, Kraft manufactures such as fast-moving
consumer goods firms, hybrid organizational structure of their
outset in 1990 tries. All commercial organizations, low inflation,
local competition, private brands and labels, is under pressure
because of new retail formats. Larger and more powerful retailers,
supply chain integration and less in higher unit costs in a shorter
time to receive their products are. Promotion costs increase while
the decrease in product cost are required. Brand or product
managers in the traditional organizational structure, increasing
stress on the management and coordination have failed. (DAY, G;
1999; 198) With hybrid organizational structure in the enterprises,
ergonomic product design, experienced engineering group, different
from its competitors and a more advantageous financial solutions
that will produce financial group, with business customers to
increase the integration between information processing in groups
such as the vertical structure of
11. disciplines are developing. Despite the ambitious desire of
process engineers, each time from product development from research
or a built-in right-center field to groups of internal control
mechanisms should be established. (DAY, G; 1999; 199) Hybrid
structured organizations, requiring expertise of the functions
performed by the groups are combined horizontal structure.
Marketing, strategy development and to integrate functions such as
human resources, the organization's focus on core competencies,
resources and coordination mechanisms of the formation of
distinctive provide. Such as research and development and market
research functions that require expertise and experience, to
provide technical support and new ideas and filling of the
horizontal structure provides. New ideas for filling the horizontal
structure, assimilates ideas from outside organizations, or teams
with learning through the transfer of information is possible. As a
result of this, organizations, departments and disciplines based on
the traditional "center of excellence" (Center of Excellence), and
then begin with the formation of this vertical structure is of
modified. Thus, customer-oriented sales, engineering is focused on
the technical design. Function as coaches, managers before the
begin to play a more central role. The figure below fast-moving
consumer packaged goods belonging to enterprises producing hybrid
organizational structure can be seen. (DAY, G; 1999; 200) Although
there are many different structures in hybrid organizations, the
following features, shared common characteristics in successful
organizations are hybrids: (Boehm, R, 1996; 128-143) A. perched on
the current functional structure constant teams: The following
names are given three or four teams consisting of: Category
management teams, adding value to the consumer market and will go
deep finding activities, implementation and customer interaction
with the entry into and is responsible for keeping the high brand
value. Marketing, finance, sales, production and R & D 'will
consist of representatives coming from. Customer management teams,
retail and commercial customers' satisfaction and customer service
to bring the maximum level of efficiency at the highest level are
responsible for keeping. With customers, develop strong
relationships, and organizations as well as cost- cutting solutions
for customers and operations are included in the will. Field sales,
marketing, promotion, logistics and sales are made up of
representatives coming from. Supply chain management team, product
categories, raw materials and semi-manufactured supplies, products
or services are responsible for the production and shipment to the
customer. Production, purchasing, shipping and quality are composed
of representatives coming from. Product development teams, the
target customers of products and services that can add value to the
discovery and development are responsible for creating the concept.
R & D, marketing and production are made up of representatives
coming from. Organization structure and complex grows, the number
of teams is increasing. Kraft company team in the 35 categories, 30
units and 175 units of supply chain team has the customer team. (As
of 1996) B. Provisional duty has not come with real teams:
12. These teams, the day of their work and activities, carry
out operations. Team members reporting to a functional group, even
though the team activities and spend the entire time. Team into the
meetings, with access to e-mail and shared databases are connected.
Sets focus to keep the category, or the realization of the retail
account sales and collection of the sales value of targets as a
comparison is made permanent and his team, performance and
objectives are evaluated according to the percentage of access. All
teams, has the right to access to private resources, so that
continuous and non-formal learning within the organization becomes.
Thus, an interactive promotion specialist, a team alone can not get
up from under the service and expertise in numerous categories
gerekitiren can do alone. C. In Process Integration: Re-engineering
the most painful side issues, one or two very carefully selected
and designed to process, can not be integrated with the entire
process is a problem. Mechanisms for integration without creating
new walls and harmony within the organization is disturbed. This is
a strategic partner to move to the front of the goal and philosophy
should be applied. Some organizations, strategy and implementation
teams are heading that takes a snapshot of where the organization.
Who are our target audience? Which values are pursuing? How we use
our resources and how we will achieve an advantage.? How do special
requests will be met? How much will be invested in new products?
... such questions are asked. The other integration methods, and a
few teams who share the goal of crossing the joint team composed of
members are interlock team. These members, the category of the team
of supply chain team that can tell a new package type, so the
production time loss at the entrance to the uninhabitable.
(ARMSTRONG. 1996; 126-135) Competitiveness of enterprises in
international markets to reduce transaction costs to minimize the
transactions have been partially or completely internalized. In
contrast, transaction costs as a solution to the issue of the three
main reasons for the hybrid structure can be minimized. The hybrid
structure to perform the process they are independent businesses,
but between the long-term and trust-based contracts do. Therefore,
enterprises do not behave opportunistic. In this structure the
transaction costs arising from private investment to eliminate the
investment of the enterprises is common. Hierarchical structure to
reduce transaction costs in cost-effective results than the hybrid
structure gives a hierarchical structure but could not keep pace
with technological innovation and bureaucratic costs of the hybrid
structure is more attractive than makes here. (AUFFREITER, 1996;
199-208) Businesses, to reduce transaction costs of their own
countries political, economic and social structures adhering to the
appropriate strategies to develop hybrid or hierarchical structure.
Being implemented in Japan, operating in different areas of the
Keiretsu system, each taking a certain percentage of the shares of
each other's management will participate in. Hybrid and
hierarchical structure created by some of the features combined in
this system, all businesses need to do almost all transactions in
the system can perform. Showing similar characteristics to the
hybrid structure in China Guanxi system, the different business
managers in key positions in the search because of the common goals
between these enterprises based on trust and long-term which is the
creation of a strategic partnership. (BRONZE, 2003; 56-67) Where
there are very high labor costs in our country, export prices in
the base of the competitive success of our business is an important
way to consider the transaction costs are required. Our business,
our country's political, economic, cultural and legal structure,
taking into account the real facts of its own sector and
sustainable strategies to develop compatible
13. with that reduce transaction costs. Small and medium-sized
businesses in our hybrid or hierarchical structure, taking into
account characteristics may create strategic partnerships, they
more successful in exports, will ensure a stronger and more
profitable. (BRONZE, 2004; 51-60) 3.SUMMARY 21st century
technological and economic developments experienced in the large
size of the scales of all kinds of organizations are changing and
more complex structure of businesses and activities are directed to
the system. Therefore, as a result of operating managers can
succeed can catch the opportunities and dangers to encounter can
foresee, the right to have their information better and more
reliable to create strategies and they have created an efficient
way these strategies are required to apply During the
implementation of global strategies of enterprises to obtain
positive results have a significant share of the organizational
structure is. The process of globalization and the emerging modern
competitive strategy, organizational structure and that the
preparation of the contribution to the rapidly changing
environmental conditions and that they have can adapt more
efficiently using resources that could be seen. The hybrid
organizational structure of modern organizations, 1990's has gained
importance since the beginning of the year. What is the vertical
organizational structure, such as multilevel, complex processes do
not contain a large number of specialists in the branch and the
weak of experts do not communicate with each other, nor that
require expertise in areas such as horizontal organizational
structure is weak. Integration is in process, for areas that
require expertise and experience to have a vertical configuration.
Information, it is common in all organizations and all
organizations with a common platform for knowledge is. There are no
teams in the organization, such as horizontal as temporary,
permanent team of experts from different disciplines have. Both
areas requiring technical expertise, while preserving the rule
because of both organizations is the horizontal high-efficiency,
hierarchy level is low. Supply chain, customer, category and
product management processes with the basic structures that are
separate deal. Thus, organizations, market changes, customer
requests and needs a more flexible and can move quickly, production
and operating costs are much diminished. Hybrid organizations,
because of construction in the coming years will gain more
importance and become more widespread.