El entorno, los objetivos, la cultura, el tamaño y la tecnología para el Аcuario

a) Analyze Aquarius with respect to the five contextual variables. How would you describe the environment, goals, culture, size, and technology for Aquarius?

Firstly, the environment presented which the activity of the firm is highly variable and unstable, where are emerging frequently new innovations and consumer behaviour changes constantly. This is a typical environment in art, communication and creativity world. These kind of agencies must to be always looking for the advantages over competitors in this changing environment. Also, plays an important role the use of technological support and media.

The goals can be summarized as the adaptation to the new customer needs and trend breaking in the society; improve communication between the different cells within the company and try to stand out from the competition providing a higher quality service with the customer.

Regarding culture, it is developed in a fast changing context what causes the need of a quick adaptation to get profit from the new technologies in order to meet the demands which the agency is dealing. Some of the culture problems faced by the firm are: a not effective teamwork (some executives criticise the lack of teamwork) and the rift that exists from the lack of effective information channels.

The agency has a medium-size, the trouble could be the idea that a huge size of the firm won´t be able to meet the customer needs, but with a medium size is easier to make changes in the organization heart alhtough while it is true that some of the sections shuold be reduced creating maybe more innovation departments. A larger organization only would be possible after the reorganization.

For the time being, there are customers who are forced to change to the competitors due to the company doesn´t fulfill the requirements which are asked in technology terms; the agency have to work hard reaching the latest innovations, technologies and tendencies to be offered to his customer base and should implement a new technological system to improve communication within the company

b) Design a new organization structure that takes into consideration the contextual variables in the case and the information flows.

According to the need of fast response to the changes, an horizontal structure could be a good option to attend the customer needs, through the use of this kind of structures the work of the employees are focused directly on clients. This structure also allows the employees to see the organizational goals as a whole way enhancing the feeling of teamwork and collaboration and let that people work according to the core processes of the organization. In such a way, workers are empowered to create decisions in their related activities. Thus, employees are focused on the external process to have a succesful delivery and value for the customers.

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