ABSTRACT
The organisational structure of businesses at the millennium was evolving from the hierarchical and silo structures that had worked for previous generations, into the flatter, holistic, increasingly agile, shape of businesses being made ready for the twenty-first century. Sadly the reality is, just like the 61 per cent of firms which, according to research findings that are not measuring marketing effectiveness, many firms still operate their businesses as hierarchies and with silos. The Virgin Media marketing silo, of course, at the same time sends out door-to-door letters seeking new customers, but these are intensely frustrating to existing customers who see fantastic offers that, as loyal customers, they are unable to take up. This chapter concludes that local or niche-focused organisation is the best place to increase profitability. As an outlet manager, wherever you work and face customers/shoppers you need to persuade the centre, the boss, the area management, that you need to have delegated powers.
