In 2010, US-based Xerox Corporation's (Xerox) CEO Ursula M. Burns (Burns) was named the 20th most powerful woman in the world by Forbes4 , for her role in reorganizing the iconic copier and printer giant into a data service company and for being a national advocate for science and math education in the US (Refer to Exhibit I for Forbes list of most powerful woman 2010). Burns's story was all about determination, hard work, and loyalty. The first African-American woman to become head of an S&P 100 company, she was credited with helping build Xerox into the world's largest maker of high speed color printers and for strengthening the company's business model, resulting in a more competent and profitable organization. A leading global enterprise for business process and document management, Xerox, headquartered in Norwalk, Connecticut, offered document technology, services, software, and supplies for graphic communication and office printing purposes. The company had a broad portfolio of document management systems and software which included printers, multifunction devices, production publishing systems, managed print services, and related software. It also manufactured support and supplies, such as toner, paper, and ink, as part of its document technology offerings. Through Affiliated Computer Services, Inc. (ACS)5 , which Xerox acquired in February 2010, it offered business process and IT. outsourcing services, including data processing, finance support, and customer relationship management services for commercial and government organizations worldwide. As of January 2011, Xerox had 136,000 employees serving clients in more than 160 countries. Burns joined Xerox in 1980 as a mechanical engineering summer intern and later took on roles in the manufacturing, supply chain, marketing, and research operations. As she rose through the ranks of the company, she moved through the engineering, manufacturing, and various product divisions and led several business teams including the office color and fax business and office network printing business. In July 2009, she was named CEO of the company after two years of serving as President. Burns was also made the company's chairman in May 2010. Burns credited her success to some extent to Xerox's search for diversity in talent. According to her, "I'm in this job because I believe I earned it through hard work and high performance. Did I get some opportunities early in my career because of my race and gender? Probably. ... I went to work for a company that was openly seeking to diversify its workforce. So, I imagine race and gender got the hiring guys' attention. And then the rest was really up to me." Burns was born on September 20, 1958, in New York. Raised by a single mother, she was the middle child in a family of three In 2000, the technology bubble burst, leaving Xerox in the grip of rising debt. In October 2000, the company reported a third quarter loss of US$167 million, its first quarterly loss in 16 years. That same year, the company reported its first annual loss in five years. Xerox's stock fell by 60% compared to the earlier year In 2009, Mulcahy announced that she would retire from the CEO post. Her handpicked successor was Burns who had been by her side helping to turn Xerox around when the company was in a crisis. Moreover, Burns had an understanding of the organization and its business. "The succession plan has been in the making for several years and Xerox is as prepared as it can be. The strategy in place is very sound," said Angele Boyd, vice president, IDC Industry observers felt that Burns would act as an inspiration for many for having shattered the glass ceiling. They pointed out that despite being a black woman from a not too-well-to-do family, Burns had been able to achieve such success in life. They pointed out that, according to Catalyst , in 2009 women made up 59.6% of the US labor force, but less than 16% of top corporate officers were female (Refer to Exhibit IV for percentage of woman corporate officers in the US and to Exhibit V for how the percentage of women fall away at executive levels). The figures were even lower for minorities. Some analysts opined that Burns was a great role model for her achievement irrespective of background, color, or gender. According to industry experts, Burns took the helm at Xerox at a challenging juncture as the company was showing signs of weakness due to the economic slowdown. In the US, the demand for printers was weak and customers had cut down spending on printing equipment and supplies. Sales were weak and the company's revenue was flat. In 2009, Xerox's sales dropped 14% to US$15.2 billion and the company cut thousands of jobs to lower costs. In the first quarter of 2009, Xerox's sales dropped 18% to US $3.6 billion, generating a profit of only US$49 million. "They're in the midst of another major restructuring. So Ursula has to get through that, but it's nothing new for her. She's been in charge of that effort," said Shannon Cross, managing director of Cross Research LLC. Questions: (12 + 4 + 4 = 20) 1. Explain the issues and challenges faced by women business executives. (12) 2. Examine the growth and success of Ursula Burns. (4) 3. What are the leadership qualities and management skills of Ursula Burns? (4)