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Kranworth ChairCase: Kranworth ChairSituation size upFirm has been using a centralized/functional structureMoving towards decentralizationReporting relationships and authorities would all changeDecides to focus the decentralization based on product linesWhy centralize?BenefitsDivision managers have more knowledge to their products and know better how to target production and advertising to tailor specific marketsManagers could not be working in the.