Essays on Christina Gold Leading Change at Western Union Case Study

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The paper "Christina Gold Leading Change at Western Union " is a perfect example of a Management Case Study. The chief executive officer of western union; Christina Gold faced quite a wide range of challenges in regards to the opposition against her ideas of defining western union from a global placement perspective. Christina presented that the international western was not quite sufficient as far as meeting the clientele globally is concerned. This is in relation to the various diverse cultures that are in existence as well as the versed geographical regions.

The understanding of Gold was that the different regions should be handled and treated in a different manner and with a bit of uniqueness based on the culture and needs of people in the regions. In the year 2003 gold proposed for the division of the international western union into three. This formed the starting point of the implementation process of a new structure for the organization. The change proposed encompassed the idea that the three divisions were to be Asia – Pacific, South- Asia and Americas; middle east, Africa, Europe (Western union, 2006).

The issue was that each of the regions was to have their own head. Gold’ s strategy was that the leader in each was in a better position to manage and address the cultural needs of the people in different regions. This would aid the entire body of western union to have a better target and focus on its consumers based in different markets with different cultural orientations (Wolff and Joshua 2008). Basically changing the organizational structure of western union demonstrated quite a high degree of concerns that Gold had in regard to the global culture.

One thing that Gold noticed was that in America leaders seemed to be quite unwilling as far as giving up their control over product lines is concerned. Regionally she had support from leaders in regards to her plan of decentralization. In the entire change proposal what she wished was that the right leaders were in place to effectively meet the needs of different cultures if people in the most appropriate manner. There are certainly major issues that arise in relation to the proposed change by gold.

To begin within the parent company the fear of revenue getting lost as well as the control of products is an arising matter especially in terms of the corporation of data. Gold faced opposition from her colleagues who in turn supported her strategic plan in relation to the western union international. They showed different stands in other areas such as those regarding the responsibility of profits and losses as well as decentralization. Undoubtedly the idea of global expansion requires that trust be put in individuals who may as well have no idea or rather are not familiar with the principles governing the operations.

Despite the western union being in different countries globally, the United States has not yet given up control of their marketing (Wolff and Joshua, 2008). This is due to the fact the people in the senior-most position in the state have not fully embraced the idea of giving up full control of America’ s projects that have been managed for quite a long time.


Western union. (2006). The Western Union Story. Englewood, Colorado: Western Union.

Wolff, M. and Joshua D. (2008). “The Great Monopoly: Western Union and the American Telegraph”. Columbia University.

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