Case Study of Chrisitna Gold Leading Change at Western Union Essay

5230 Words Sep 17th, 2012 21 Pages


Jordan Mitchell prepared this case under the supervision of Professor Alison Konrad solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o
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But Gold clarified an important aspect of communication, “Motivation isn’t all prizes and things. It’s listening.”3 In 1996, Gold was promoted to lead the development of global direct-selling in an executive vice-president role, and in the same year was named one of the top 25 U.S. managers. During the same time, Gold was one of the three women insiders predicted to be promoted to the CEO post of Avon; however, all three of the internal candidates were passed over for Charles Perrin, former CEO of Duracell

Claudia Deutsch, “Avon’s Montreal recruit has Gold touch with reps,” New York Times, April 5, 1994, p. B10. 2 Ibid. 3 Ibid.


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International Inc.4 Gold left Avon in early 1998 after a 28-year career and established The Beaconsfield Group, a consultancy focused on global directselling and marketing/distribution strategies.5 In September 1999, Gold was selected as the CEO of Excel Communications, a $1.3 billion Dallas-based firm, to lead the company’s rollout of direct telecommunications selling. With the changing infrastructure in

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