Advantage by design: Competing with opportunity-based organizations

Organization design is becoming more and more a cornerstone of competitive advantage in today's increasingly complex companies. Our research on firms that have achieved significant advantage suggests that many did so by creating powerful synergies among their capabilities, among market opportunities, and between the two. But the way they recognized and realized these synergies was through their multidimensional organizational designs. Such designs not only reify and empower the dimensions within or across which synergies can occur (function, product, market segment, customer, etc.), they also define and manage the collaborative interfaces needed to discover, exploit, and renew those synergies.