article noted the cutting of 20,000 jobs, and that what worked with the PC market didn't work as well with larger systems, such as DEC Alpha. This does not take away from what, a week earlier, the same author wrote: "It fostered internal competition and resulted in many ground-breaking computer systems like the PDP and VAX lines." Matrix Management 2.0 In 2004, despite matrix management having become disfavored, Nokia made an attempt at using a form of it, later described as "matrix management 2.0". The focus is intended to be "leading without authority" so that "no one functional leader is in charge." Academic overview Christopher A. Bartlett and Sumantra Ghoshal writing on matrix management in the Harvard Business Review, quoted a line manager saying “The challenge is not so much to build a matrix structure as it is to create a matrix in the minds of our managers”. “Designing Matrix Organizations That Actually Work” Jay R. Galbraith says “Organization structures do not fail, but management fails at implementing them successfully.” He argues that strategy, structure, processes, rewards and people all need to be aligned in a successful matrix implementation. “Making the Matrix Work: How Matrix Managers Engage People and Cut through Complexity”, Kevan Hall identifies a number of specific matrix management challenges in an environment where accountability without control, and influence without authority, become the norm: Context – ensure that people understand the reasoning behind the matrix Cooperation – improve cooperation across the silos, but avoid bureaucracy and having too many people involved Control – avoid centralization, build trust, empower people Community – focus on the "soft structure" of networks, communities, teams and groups See also Organization development Colocation Project management References External links Understanding Matrix Management, John Wiley, CBS MoneyWatch Matrix Management Reinvented – The New Game in Town, Paula K. Martin, 2015, International Matrix Management Institute, " Successful Organizational Structure", Tara Duggan, Houston Chronicle Management theory Organizational theory Types of organization