¶ … change at Western Union
Case summary
Christian Gold faces opposition in her attempt to define Western Union's global placement. The single entity that was responsible for Western Union's international operations was deemed insufficient to meet and satisfy their global clientele. Having a background in different cultures and geography, Gold understood that each region should be treated uniquely. She noted that each region had its own culture and needs. Therefore, treating all the regions in the same manner would spell doom for the company. Gold proposes that Western Union be divided into three divisions in order for each region to have a separate division head (Konrad & Mitchell, 2009). Having individual division heads would ensure that a person who understands the individual and cultural needs of the region manages each region. This would allow Western Union to target its products and services better to the consumers. There is a fear of losing revenue within the company. There is opposition from Gold's peers who do agree with her in regards to strategic international plan, but are in disagreement in regards to the decentralization and responsibility for profit and loss.
Major issues
Global expansion requires that responsibility be handed to people who might not understand the operating standards of the company. The senior vice presidents were U.S.-centric, which made it hard for them to handle and promote the products internationally. Western Union might have a presence in 195 countries, but all marketing and product development was done in the United States (Konrad & Mitchell, 2009). Gold...
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