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Steffi Graf has assumed leadership of Ace Products after many years of loyal service. Ace Products is an international manufacturer of copiers, printers, and fax machines. Historically, their customers have fallen into four groups: hospitals, small businesses, airlines, and state and local governments. After talking with her daughter, who has just completed her business degree, Steffi is beginning to wonder if reorganizing would benefit Ace Products. The organization chart shows that there is a Vice-President of Manufacturing, Vice-President of Accounting and Finance, and a Vice-President of Marketing; they all report to the President of Ace Products. 1. Based on the organization chart described in the scenario, how is Ace Products organized? 2. Is Ace likely to be tall or flat? Explain.
What steps could a company take to avoid making product design and marketing mistakes when introducing new consumer products into Brazil?
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