Organizational Behaviour - II 

Case Submission 1 

 
Appex Corporation 
 
 
 
 
 
 
 
 
 
Group 11 
 
0086/56 | Adil Reza 
0095/56 | Anupama K. A. 
0107/56 | Hamdan M. Ridwan 
0123/56 | Meghna Pandey 
0147/56 | ​Siddhant Pramod Choudhary 
0148/56 | ​Siddhartha Barua 
 
 

 
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Part A: What did Ghosh do? 

History 
Appex Corporation was a cellular services company that hired Shikhar Ghosh as the COO in 1998 to create a 
responsive organisational structure. The growth of the market had caused the informal and fluid 
organisation to become dysfunctional due to lack of control and structure in its ‘project based’ approach. 
 
Organisational Challenges faced by Ghosh  
1. Lack of financial planning and subsequent haphazard expenses  
2. Lack of planning and prioritisation structure for future projects  
3. Ambiguous areas of responsibility and lack of accountability  
4. Gap in communication and information flow leading to product failures 
5. Lack of scheduling leading to project delays and missed deadlines  
6. Inability to handle increased demand and fall in service quality  
7. Resistance of ever-increasing workforce towards changes   
 

Structural Changes instituted by Ghosh 

a) Circular structure:
The company was growing fast but lacked control and planning. This was an organisational structure which 
employees were comfortable with due to its non-hierarchical nature. 
Problems Addressed 
1. Moving away from ‘fire-fighting’ style of work 
2. Continuous flow of information in organisation  
3. Method to handle increasing volume and reduce chaos 
4. Similar functions for employees clubbed together 
Problems Created 
1. Difficulties for new hires to adapt to new structure 
2. Antagonistic attitude developed towards customers 
3. Geared towards responsiveness, not planning 
4. Lack of clear authority among the employees  
5. Difficult to ascertain evaluation parameters
 
b) Horizontal Structure
Better definition of roles and functions for the employees in traditional structure. 
Problems Addressed 
1. Efficient planning through system of clear communication  
2. Decrease in dominance and supervision requirements  
3. Facilitating adjustment of new hires to the organizational scheme 
​Problems Created:  
Flat structure caused defiance of authority by the employees 
 
 
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c) Traditional Hierarchical, Functional Structure

Ghosh realised the need for control and authority before moving to a less authoritarian style as the 
innovative structures had failed to make people acknowledge authority. He organised the functions as flat 
teams who reported to him horizontally.

Problems Addressed 
1. Employees may narrow their field of focus and become specialists 
2. Increased loyalty towards departments and system of accountability
Problems Created
1. Importance to ‘titles’ and ‘desk locations’ showing political influence  
2. Standards being set by individuals rather than company policy 
3. Polarization of teams that inhibited the working relationships among them 
4. Functional source of authority was functional instead of managerial or expert 
5. Lack of assessment metrics for each functional group 
 

This stage saw two major modifications in the structure as a response to the problems that were rising in 
the previous structures.  
 

1. Organic Improvisation in Hierarchical Structure a ​ s managers tended to introduce sub-functions 

within their teams and levels of hierarchy were created inside the teams in 6 months. 
2. Transition to product teams ​by reshuffling and hiring product managers who had both managerial 
and functional expertise. 
 

Problems arising in the product team structure

1. Unawareness about authority led to conflicts with the operations teams 
2. New hires were less knowledgeable about the products than the operations team 
3. Conflicts with the corporate management team over resource allocation
 
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Mitigation 
New business teams were established as an intermediary between these two teams to oversee and facilitate 
exchange of information and reduce conflicts among different product teams. 

 
​Product Team  Business Team 

d) Divisional Structure 
Ghosh divided products into two broad divisions: 
Intercarrier Services (ICS) and Cellular management 
Information System (IS) and created an Operations 
division to eliminate office politics and make the 
heads of all major divisions to report to him.

Problems Addressed 
1. Vertical differentiation: Improved accountability,budgeting and planning 
2. Motivated and determined employees 
3. Integration: Mutual cooperation between the various divisions 
4. Horizontal differentiation: Less operational load for Ghosh, more time for strategy  
5. Centralized product development team to solve the problem of lack of new ideas.  
 
Problems Created 
1. Resource allocation perceived unequitable and politically motivated 
2. Emergence of subunit orientation in sharing and coordination of resources 
3. Financial tampering by divisions leading to inaccuracies  
4. Poor communication flow across divisions and little cross pollination of ideas  
5. Stagnation of new product development ideas hampering Appex's core competency 
6. Divisions began facing structural problems akin to Appex. 
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Part B 
What could Ghosh have done better? 
 
Pre Acquisition Challenges  
Were all the changes in structure necessary? Could some problems have been solved better?  
Ghosh’s rationale for the structural changes was that whenever a company had grown by 50% then it was 
due for a structural change. He received feedback from employees and the changes reflected employees’ 
solutions. However there were certain problems that could have been solved better. 
 

Problem 1: Behavioral Changes in Employees 

Psychological safety levels of employees were quite low due to regular structural changes. For instance, 
when the circular structure was implemented, the new recruits faced difficulties in adjusting and they were 
not able to understand the power structure prevalent in the organization. The atmosphere at Appex was 
transitioning from "entrepreneurial" to "chaotic" and increased the attrition rate. 
 

Ghosh’s Action 
Ghosh mitigated the uncertainty caused by structural changes by communicating financial targets which he 
thought established stability. 
Our Suggestion 
1. Increase the time and growth threshold after structural change for better adaptation  
2. Analysis of employee sentiments pre-changes rather than post introducing sudden changes  
3. Raise the psychological safety by defining individual pay structures, employee career path and 
role-responsibility matching 
 

Problem 2: Hiring New Product Managers

Paul Gudonis suggested the company to hire product managers from the outside. This created problems as 
they had to learn to adapt to the existing structure and employees were reluctant to work with them due to 
their lack of expertise. This increased infrastructure and training costs.

Ghosh’s Action
Implemented a divisional structure to increase the level of accountability, planning and budgeting​.
Our Suggestion 
Switch to a matrix organisation instead of a divisional one, institute a central support division for similar 
product divisions 
 

Problem 3: Subunit Orientation 

After dividing the organization into different functions, the teams started becoming polarized over time. For 
instance, the areas of responsibilities of teams were not clearly defined, there was a conflict between the 
operations team and the engineering team where the former tried to restrict the latter’s involvement in the 
operations function. Later, after the product teams were introduced, there were conflicts between teams 
over resource allocation. There was no substantial flow of information between the teams. 
Ghosh’s Action
To solve the issue of resource allocation and who made the decisions, Ghosh introduced a Business team to 
act as an intermediary between the product teams and the corporate team.  
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Our Suggestion 
Different integration methods can be exercised to resolve the inter-unit conflicts, authority can be allocated 
in such a way that promotes coordination between teams. Direct contact between employees of different 
teams is an effective integration mechanism. 

Problem 4: Smooth Transition and Bureaucratic Costs 

 

We do not see any evidence of focus on coaching people about roles, even though new people are being 
hired and people in the firm are being rotated across roles after facing reorganisation. These 
reorganisations also increased their bureaucratic costs as the organisation became large and more 
complex.  
 

Ghosh’s Action
Ghosh realised he first needed control and the way to get it was through traditional hierarchical structures, 
but with minimal control for the bureaucracy. However the bureaucratic costs must have risen as there are 
evidences where each product team wanted to include a higher up influential executive who could influence 
the resource allocation for their team. 
Our Suggestion 
Instill trainings to coach employees on how to adapt to a change in the structure of the organisation and 
their reporting relationships. The company could reduce the scope of management responsibilities, and hire 
product managers from the outside.  
 
Post Acquisition Challenges  
In our opinion, EDS might 
want to operate in a 
multidivisional structure ​as 
it is a large and complex 
organization and will benefit 
from several advantages like:  
1. Organizational 
effectiveness​ by 
tailoring divisional 
activities to the needs 
of customers 
2. Better control b ​ y 
holding all employees 
accountable for their 
actions 
3. Profitable growth​ as 
each division is its 
own profit centre i.e. when its individual profitability can be clearly evaluated.   

This is in line with Appex working as a self-contained unit as a part of EDS’ larger bureaucratic structure and 
working out its own divisional structure. 
 

 
 
 
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Ghosh’s Role Post Acquisition

Ghosh role changed as he needed to adhere to EDS's requirements of financial planning systems, resource 
allocation systems and administrative procedures. The strategic challenges because Appex’s structural 
changes as a division of EDS can be dealt with as mentioned below. 
 

Implementing Matrix Structure

A matrix organizational structure has its reporting relationships set up as a grid. Employees have dual 
reporting relationships - generally to a functional and product manager. This structure helps in taking 
advantage of both teams, divisional and hierarchical structures.

Advantages
1. Flexibility and quick responsiveness to change due to reduced functional barriers 
2. Increased interaction of functional specialists results in greater technological progress 
3. Skills of employees can be utilised as team membership is based on the product needs 
4. Balance between quality and cost due to participation of both functional specialists and product 
managers

Anticipated Problems 
1. The absence of a control structure might create role ambiguity 
2. Product and functional teams might get into power struggle over resource allocation 
3. Top managers might create a centralized structure in an attempt to increase their contro​l

References
1. https://spencerkerberdotcom.files.wordpress.com/2015/10/case-2.pdf 
2. Multidivisional structure infographic: Organizational Theory, Design and Change - Jones & Matthew