In a matrix structure, different facets of the marketing team internationally might meet together to discuss ways to brand Sara Lee worldwide. Or, when launching Sanex into a new country, the regional marketing, advertising, and IT team might meet to create a new website for the region that was uniquely responsive to local, cultural needs. The management within a matrix structure is more fluid, and the relationship of authority figures to subordinates is more diffuse. Matrix structures are often associated with 'creative' firms, such as advertising agencies, where different ad teams have a great deal of autonomy in their decision-making. However, Sara Lee's image and the image of its other, signature products such as Hillshire Farms and Jimmy Dean sausage all have a core theme of wholesomeness and traditional 'Americana' that is used even when selling the products internationally. It is uncertain whether creative autonomy on a wide scale would benefit the firm.

Matrix structures can also be unwieldy. Sara Lee is a large corporation, and on a logistical level it might not be feasible to have so much permeability between different departments and different aspects of the organization. Also, the skills called for in advertising food might be very different than those called upon to budget the costs of labor and ingredients and relations within created matrixes might be more adversarial than productive.

Matrix structures are usually recommended for companies that operate in swiftly-changing environments: a company with as resolutely an 'untrendy' image as Sara Lee might not benefit from adopting such a structure. Also, "they are typically expensive to maintain, partly because of more complex reporting requirements. In addition, many workers become disturbed by the lack of a chain of command and a...

For a matrix structure to benefit Sara Lee, some centralized authority within each autonomous matrix or work team would be required, and that individual would have to be well-schooled and oriented in the company's overall philosophy.
Matrixes in organizations such as Sara Lee are best used judiciously: "Because of their limitations, matrix management structures frequently are integrated into an organization as one facet of a larger plan. For example, a research team organized to develop a new product might be placed in a division of the company that is set up as a matrix" (Malonis 2000). Work 'matrixes' devoted to different brands might be feasible, if Sara Lee wanted to give different parts of the company (such as its skincare line Sanex, or its breakfast sausage lines) more autonomy to suit the needs of specific brands or changes in demographic profiles. For example, the traditional Jimmy Dean customer might be more apt to be a working mother than stay-at-home mom (as was the case in previous eras) and thus require a slightly less homey image and marketing campaign than Sara Lee's cakes and pie. A shift to Internet-based advertising for Jimmy Dean might be more financially feasible and effective, for example. But even within the matrix division devoted to that specific brand name and function, a central intelligence and design must be operating to ensure that every part of the corporation "says it" like Sara Lee.

References

About Sara Lee. (2010). Sara Lee Corporation. Retrieved July 28, 2010 at http://www.saralee.com/AboutSaraLee.aspx

Malonis, Jane. (2000). Matrix management and structure. Encyclopedia of Business. Retrieved July 28, 2010 at http://www.enotes.com/biz-encyclopedia/matrix-management-and-structure