BoldDisk, currently known as Boldflash, was founded in 1982 in Waltham Massachussets. Originally manufacturing computer storage medias like floppy disks for original equipment manufacturers and consumer markets, BoldFlash's product mix has evolved in due course of time. In 2012, the company began offering customers contemporary solutions in flash memory for products such as digital cameras, mp3s and most importantly smartphones, the latter accounting for 40% of the overall market . However, the inability of the company to keep up to date with the dynamic nature of this 20 billion dollar market has led to the decline of the company in regards to product innovation and customer satisfaction. Even though there are macroeconomic factors …show more content…

Another side of BoldFlash's structural problems are highlighted by the fact that the actual product development group was being led by the marketing department. Disregarded by Harrison ,Cahill notices a loose form of leadership, which – in his view – does not succeed in integrating the talents of the employees. Contrarily to the general culture of strict orders, power is not used much in this group – leaving Cahill with the impression that there were neither clear achievements nor direction in which to move the company. However. the structure of the company is changing as a result of the new vice president. under the structure of a divisionalized form, Robert Cahill leaves to its managers of divisions (Sales, Marketing etc.) the freedom of decision and then controls the results. This enterprise makes sure that the standardization of outputs are respected through an important performance control. (meetings: definitions of targets, objectives and strategies for each division that decisions makers must keep in mind as they make specific decisions in the front). One can now notice that a formal communication exists -limited to transmission of results- between Cahill and the supervisors of each department. Nevertheless we can focus on what create a discord between all workers. It is mainly due to the division’s culture. We notice that even if all the members work at the