แปลorganizational Structure and Implementing Product Differentiation Both cost and product differentiation strategies are implemented through the use of a functional, or U-form organizational whereas the U-form structure used to implement a cost leadership strategy has few layers, simple reporting relationships, a small corporate staff, and a focus on only a few business functions, the U-form structure for a firm implementing a product differentiation strategy can be somewhat more complex. For example, these firms often use temporary cross-divisional and cross-functional teams to manage the development and implementation of new, innovative, and highly differentiated products. These teams bring individuals from businesses and different functional areas together to cooperate on a particular new product or service. One firm that has used these cross-divisional and cross-functional teams effectively is the British advertising agency WPP WPP owns several very large advertising agencies, several public relations firms, several market research com- panies, and so forth. Each of these businesses operates relatively independently in most areas. However, the corporation has identified a few markets where cross- divisional and cross-functional collaboration is important. One of these is the health care market. To exploit opportunities in the health care market, corporation, forms teams of advertising specialists, market research specialists public relations specialists, and so on drawn from each of the businesses it owns. The resulting cross-divisional teams are given