In most large organizations, i.e. business, education, government, etc., accountants play a predominant role in financial accounting, management accounting, and internal audit.
Financial accountants keep the books and prepare the financial statements. Management accountants perform cost accounting studies. Internal auditors evaluate the organization’s policies, procedures, and practices (internal controls).
The managers of all three activities usually report to the CFO. They serve in an advisory capacity. They do not drive strategy, tactics, etc. The CFO is almost always a member of the executive committee. His/her impact on the committee’s decisions is a function of personal power, position power, etc.
Accountants, financial analysts, corporate planners, etc. are staff. They provide executive management with information needed to make key decisions, i.e. organizational financing, estimated returns for product/services, mergers, acquisitions, etc. They do not make the decisions; executive management makes them.
Most modern organizations, which probably includes the UP, use sophisticated financial models to determine the present value of the cash flows associated with products/services, present or future, and how to risk rank them. The end game model is not difficult to understand. Coming up with reasonable estimates of future cash flows that can be discounted can be mind boggling, albeit fun for people who thrive on mathematics, finance and probabilities.
To know whether UP is missing an opportunity in North Platte, compared to other opportunities, one would need access to its financial analysis models, books, etc.