Chapter 3: Building a New Ecosystem.
The Organizational Identity Matrix
There are many ways of clustering organizations in types. The one we are going to use is based on two dimensions that will ultimately cluster all companies into one of four broad types.
The dimensions we are going to use are as follows: On the X-axis Left to right - Product-led versus Marketing-led organizations. In other words, does the business focus on the product, or is the focus on the ever-changing nature of the market?
On the Y-axis, Top to bottom: Centralized or Decentralised control. This examines the extent to which the organization is controlled from the centre, versus devolved to a market and/or various departments.
