The organization of Smith & Falmouth (S&F) have moved
forward to take their mid-size tele-shopping and mail order network
company currently with operations in the US and Canada, even
further by starting an e-tailing division, or S&F Online.
Current CEO, Irene Seagraves moved fast and set up a web
development team, a logistics team, and a marketing manger to
coordinate marketing and logistics operations with the parent
The formal organizational structure of Smith & Falmouth Company
consists of a formal hierarchy. There are six key elements that
managers need to address when they design their organization’s
structure. These are: work specialization, departmentalization,
chain of command, span of control, centralization and
decentralization, and formalization (Draft, 2004).