ABSTRACT
This chapter considers an application for a company seeking to break into new markets. Organizational design theorists and practitioners agree the most critical element to a company’s success is culture. The marketspace will dictate business behavior of the future, as it has done in the past. As businesses mature, the culture inherently adjusts. These cultural changes follow a predictable pattern. The pattern for most companies matures from an early external focus on flexibility and discretion to eventually become more internally focused on structure and integration. Social media companies have been known to create fake accounts to enhance their marketing platforms. Software application providers are notorious for aggressively spamming our email. Polls and surveys consistently reveal a lack of senior leadership understanding of the importance of quality. Historically, less than 15 percent of executives typically believe that quality is a priority for top management.
