Q1: Should Carmichael give the Canadian team local market autonomy or maintain centralized control? Defend your answer. Carmichael should give the Canadian team the local market autonomy as centralized decision making structure is the main cause for the failure in Canadian market launch. Moreover, the Canadian team experienced frustrated communication with the LB (UK) team and at the mean time it had to deal with confusing instructions from OBC (UK) and OBC (Toronto). There are also conflicts regarding budget issues existing between LB (UK) and OBC (UK), as well as in between LB (UK) and LB (Toronto).

Q2: If Carmichael maintained centralized control of the team, how could she improve virtual team dynamics and functioning? How can she maintain a strong sense of virtual team trust and team unity?

More importantly is to improve the attitude and habits of the people in dealing with the communication flow. Lacking face-to-face meetings, a virtual team may need more frequent and more explicit check-ins about their purpose. Communication norms need to be established for things like response time, frequency of videoconference, CC and BCC policies. Carmichael should require regular updates from all team members. This is the best way to ensure the team leader get a complete picture of activities.
It's also important to manage communication between the organization and other stakeholders like the client-OBC. Creating an integrated communication strategy that assures compatible technology standards are used by the clients.

Q3: If Carmichael decentralized the virtual team, who would lead the brand, given that the main contacts in London and Toronto had left the company? Where is the knowledge that gives the brand the best possible chance for success – in Canada or the United Kingdom? Carmichael should lead the team. Canada is the best knowledge that gives the brand the best chance for success. The reasons are she is a Canadian. She knows LB and both UK and Canadian offices well. She has work experience in different countries with different cultures. She must have an open mind set for diversity and understand what impact of the cultural diversity will have to the company. On top of these, she has good relationship with the client OBC UK. She has thorough knowledge of the FY brand and the whole project.