If Your Company’s Form Following Its Function?

If Your Company’s Form Following Its Function?


Vivek Sood




January 8, 2019

(Scroll to the bottom to see the entire cartoon in the picture above)

I was shocked when I heard of the bankruptcy of Hostess Brands Inc. The $2.5 billion maker of Twinkies and Wonder Bread had about 33 plants, 565 distribution centers and 570 bakery outlet stores across the United States. I have no doubt tons of e-ink will be spilt on dissecting the saga and pinning the blame on the unions, management, workers, and government.

However, from my perspective, the business model of the company was passé long time ago. In this article, we contrast the Hostess Brands business model with that of the top-rung players in the food industry – the so-called ABCD: Archer Daniels, Bunge, Cargill and Dreyfuss.

Even you skim parts of the book The 5-Star Business Network, I urge you to read carefully, think and use the material in this article because it could make the difference between your company becoming the Hostess of your industry, or one of the ABCDs.

Business Model has changed and most people are yet to understand the profound change

It is a well-known aphorism in the circles of architecture that the form follows function. In other words, the structure of a particular unit evolves to facilitate the functioning of that unit. If the form does not match the function, the structure or the function eventually changes.

While researching the book, we examined the organization structure of more than 50 companies, almost all of them looked like variations of the generic structure given in the figure here (see the complete structure in the book)

Traditional Organisation Structure

Titles and structure in organisational structure vary enormously. However, most companies agree this is the best way to look at how they are organised to serve their customers’ needs.

At the same time, most of these companies evolved at least two decades ago so their functioning has become almost entirely customer-centric, with their customers’ priorities driving most of the business workings. In our work with corporations, we have often found the supply network structure frequently results in limiting the effectiveness of the organisation.

The traditional structure of the organisation shown above frequently stifles customer responsiveness and innovation. In the modern outsourced globalised world, a traditional structure with strict hierarchies and internal walls between departments is a hindrance, rather than an aid for achieving success in business.

In today’s hypercompetitive world of consumer electronics, Apple is a standout among peers as great as Sony, Samsung, Panasonic, Motorola, Nokia and Dell. With convergence, all of these companies are vying for their share of the consumer’s wallet with increasingly similar products doing similar things. What did Apple do that its market value now surpasses Microsoft’s? How did it manage to get over the entrenched competitive advantage of companies such as Sony, Motorola or Nokia?

Your organization chart is the wrong model for your business

Our work in global supply network strategies and supply network design has convinced us that a modern distributed organisation needs to look at redesigning its explicit structure to keep up with the realities of the business world, which has changed tremendously in the last 20 years.

A typical supply chain now runs seamlessly across multiple continents, through boundaries of several organisations, to finally serve a customer with a unique product. To do so, organisations have created de facto structures, which are far different from the traditional structures that they have put in their organisation charts.

The purists might argue that this discussion does not really matter if organisations are already acting in accordance with a de facto structure – an argument which holds some merit. However, people who make up an organisation respond to the explicitly shown structure (see the complete structure in the book) with much more enthusiasm and clarity that to a defacto or mutually understood structure.

I believe that organisations should formalise their defacto structures and use them to gain further competitive advantage. For this purpose we have created the model Customer Centric Organisation Structure.


Extract from the book The 5-Star Business Network, written by Vivek Sood

Read more on  The 5-Star Business Network

Source for the Cartoon: Outsourcing 3.0



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Vivek Sood

Our Quick Notes On Five Flows Of Supply Chain Management

Part of our new “Quick Notes” series – this report answers your most pertinent questions of the topic.

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  • Appreciate to read about changing business models as per the user experience and overseas business network.
    Recently, I read about the change in the Netflix business model. Their business plan and objectives barely changed since the founding. Happy customers with streaming content at reasonable prices. The reality of streaming infrastructure and studios being open to streaming most of their content has come to reality these past few years.

  • I was just reading an article on Mckinsey Quarterly titled How NBCUniversal is creating ‘pull’ for analytics (https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/how-nbcuniversal-is-creating-pull-for-analytics) and read an interesting paragraph which I quote below:

    “The most effective data-driven decisions are often the ones in which the users themselves drive data demand. As a general rule, frontline employees know more than data scientists, even the most brilliant ones, about the problems they need help solving. Those same employees are also the ones who must embrace—but sometimes ignore—the data-analysis tools and interfaces companies provide them.”

    What do you think about this theme?

    I further quote the same article:
    “If you want to know if you’re in a data culture, don’t look at the ad hoc demands on your team. Look at the adoption of the tools you’re putting into daily processes. That’s really our goal and, for me, our biggest benchmark: Can we put tools in people’s hands that help them make better decisions every day?”

    Very interesting viewpoint – related to your article.

  • Good explanation towards the organization structure and its function. Our organization working to make changes in Business structure. I’ll get back after considering the above points in changes.

  • A business model plays a vital role in the success of any company, as it explains how that business will earn revenue. For aspiring entrepreneurs, developing a business model forces you to thoroughly think about the overall business plan. A proper business model helps you to figure out elements such as: Your business concept, what problem are you solving for whom; how you will create customer value; how your product or service will get to customers; how your business will stay competitive; and all revenue and costs you can anticipate.

  • The traditional organizational structure has its own strengths. Choosing the right structure partly determines a company’s success. Among the several frameworks a company can adopt is the traditional functional structure. A vertical, pyramidal hierarchy characterizes this structure, which departmentalizes job activities according to function. Marketing, production, finance, human resources, and research and development are segregated from one another. The functional organizational structure creates an environment for communication. Because employees are related in terms of function, job context is understood within departments, providing a basis for understanding.

  • Whether business owners and leaders start a new company or revamp an existing business in response to changing market conditions or a growing workforce, they need to examine, and reexamine, their organizational structures on a regular basis. Organizational design is a methodology of structuring roles and processes to reach an organization’s goals. It is not a one-time undertaking but an ongoing process that must be revisited throughout the life of any business. In fact, nearly half of all CEOs launch a company reorganization during their first two years on the job.

  • A poor organizational structure not only hurts your ability to maximize opportunities, but can also create problems can lead to serious financial consequences. Understanding the impact of a poor company structure will help you take steps to ensure your internal management operations let you take your business to the next level. A poor organizational structure can lead to miscommunication because people might not be sure who needs information or where to send important messages.

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