Rosewell Data Organization Design Worksheet
I. Strategy: What is Rosewell’s strategy?
“Converts problems to solutions”. Rosewell provides high-quality, innovative electronics technology to OEM manufacturers, industrial, scientific and government clients. By 1978 it had two major lines; broadcast equipment and data transmission equipment.
Ia. Capabilities: What capabilities does realizing this strategy require that will differentiate the firm?
Innovation is their primary differentiator, thus Rosewell emphasizes product design by leaning heavily on an exceptionally creative and talented research department.
II. Structure: 1. How are Rosewell’s units structured and how does it influence the firm’s capabilities? 2. What roles are key to Rosewell’s needed capabilities?
1. a. Engineering
- (Research)
- (Engineering Services)
b. Sales
c. Production
d. Administration
e. Executive Committee

2. The most important role needed to meet Rosewell’s required capability of innovation belongs to Doc Reeves, the head of Research. It is from him and his department that the creativity which distinguishes Rosewell from its competitors originates. However, creativity without structure, management and an appropriate plan for implementation is not of any benefit to a business. Therefore, the roles of CEO, Executive VP, and Head of Engineering are very nearly just as important as Doc Reeves’ is, assuming the personnel in those roles fully understand their responsibilities.
IIa. Power, Authority and Political Realities: Who (department individuals) have the power and authority and how do these political realities affect the firm’s capabilities?
Power and authority at Rosewell is directly correlated to longevity within the company and your perceived importance to the company. Of course the CEO, Bill Hunt, and VP, Ralph Simon, both have positional power-bases as