Tourist Aviation Emissions: A Problem of Collective Action. British Journal of Management, 20, S9-S24. Zahari, AR & Romli, FI 2018, Analysis of suborbital flight operation using PESTLE, Journal of Atmospheric and Solar-Terrestrial Physics, vol. Retrieved from https://www.virgin.com/virgingroup/content/about-us Virgin has control over suppliers in the airline and railway sectors. Although Virgin Trains U.K. is disqualified from franchise bidding, it can look to other investment avenues in the growing U.K. rail industry (Caplan, 2019; Branson, 2019). Hence, the company lacks influence on clients in the airline business. 63, no. Improving the performance of Virgin Rail will enable this corporation to not only boost its profit but also win customer loyalty, hence building a good reputation. The capabilities of management of knowledge, customer relationship, and the company leverage Virgins overall performance management (Newman, 1997; Vries, 1999; Buttle, 1999; Sealey, 1999). This includes travel, mobile, financial services, leisure, cosmetics, retail, and music businesses. Virgin Management provides shared administrative functions across Investment Management and Brand Licensing, and also provides the services of a head office and central support for the Virgin Group and Virgin Unite. Cond Nast Traveler. Routledge. endobj Moreover, Berghfer and Lucey (2014) argue that Virgin Group has taken advantage of modern technologies like electronic commerce and processes outsourcing to boost product and service delivery. Competing on Value: Bridging the Gap Between Brand and Customer Value. Transitional, delicate global economy and uncertain geopolitics pose systematic market risks (Behravesh, 2019; Spence, 2019). Sustainability, or health, is thus a long term challenge. Retrieved from https://eandt.theiet.org/content/articles/2009/02/branson-the-global-brand-builder/. Virgin Group Diversification Which future for Virgin? Retrieved from https://www.accenture.com/_acnmedia/PDF-78/Accenture-EFMA-Innovative-Trends-in-Retail-Banking.pdf, The B Team. Euronews. Nevertheless, it has not established an influence in the railway industry, thus not being capable of deterring potential investors from venturing into this economic division. This company encourages innovation and uses it to add value to clients by offering quality goods and services. New Ways of Working. As per Halal (2015), Virgins leadership realized that there existed complacency in the network management. (n.d.). Retrieved from https://www.finextra.com/newsarticle/33194/open-banking-year-one-insights-from-the-cma9-and-more, Our Purpose and Values. BusinessEssay. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); https://www.virgin.com/virgingroup/content/about-us, https://www.popsci.com/supersonic-plane-next-generation#page-8, https://eandt.theiet.org/content/articles/2009/02/branson-the-global-brand-builder/, https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=2ahUKEwj72u3ekc_hAhWHLI8KHVYAA0sQFjABegQIBhAC&url=https%3A%2F%2Fwww.sustainableaviation.co.uk%2Fwp-content%2Fuploads%2F2018%2F06%2FSA-SAF-Roadmap-FINAL-24-Nov-2.pdf&usg=AOvVaw0P5zOEdonruE1gb0IBe9NX, https://www.weforum.org/agenda/2019/01/what-to-expect-for-the-global-economy-in-2019/, https://www.virgin.com/richard-branson/student-plan, https://www.virgin.com/richard-branson/adventure-culture, https://www.virgin.com/richard-branson/next-industry-ripe-change, https://www.virgin.com/richard-branson/virgin-trains-could-be-gone-uk-november, https://centreforaviation.com/analysis/reports/virgin-atlantic-flybe-and-stobart-air-longhaul-meet-shorthaul-455662, https://www.globalrailwayreview.com/article/80374/rail-industry-uk-economy-contributor/2, https://www.cntraveler.com/story/virgin-trains-usas-patrick-goddard-wants-to-get-americans-out-of-their-cars, https://home.38degrees.org.uk/2018/08/20/virgin-care-statement-for-publication/, https://news.itu.int/mvno-telecom-world-top-trends/, https://www.euronews.com/2019/03/11/challenger-banks-charter-court-onesavings-soar-on-merger-talks, https://simpleflying.com/virgin-atlantic-major-growth/, https://doi.org/10.1108/EJMBE-07-2017-015, https://hbr.org/2004/07/value-innovation-the-strategic-logic-of-high-growth, https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwjntNTpztDhAhVLqI8KHWGNBxMQFjAAegQIBxAB&url=https%3A%2F%2Fwww.mhpc.com%2Fopen-banking-living-up-to-the-hype%2F&usg=AOvVaw3hNYFlvwh1wh9SHbc_-HHd, https://www.pharmaceutical-journal.com/opinion/comment/how-the-exit-of-the-uk-from-the-european-union-could-affect-healthcare-science-and-research/20201011.article?firstPass=false, https://www.finextra.com/newsarticle/33194/open-banking-year-one-insights-from-the-cma9-and-more, https://www.virgin.com/virgin-management-limited/careers/OurPurposeandValues, https://www.virgin.com/virgingroup/content/our-senior-team, https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=6&cad=rja&uact=8&ved=2ahUKEwi2lsKy49DhAhV663MBHSLlDmkQFjAFegQIAhAC&url=https%3A%2F%2Fwww.greenwich.com%2Fsites%2Fdefault%2Ffiles%2Ffiles%2Freports%2FThe-Future-of-the-Banker.17-2029.pdf%3Futm_content%3Dbuffer542ac%26utm_medium%3Dsocial%26utm_source%3Dlinkedin.com%26utm_campaign%3Dbuffer&usg=AOvVaw0zToxyC7LsDcPli-aI3ZDJ, https://www.project-syndicate.org/commentary/global-economic-slowdown-uncertainty-causes-by-michael-spence-2019-03, https://www.virgin.com/virgin-unite/business-innovation/tearing-up-the-organisational-chart, https://www.accenture.com/_acnmedia/PDF-78/Accenture-EFMA-Innovative-Trends-in-Retail-Banking.pdf, http://www.bteam.org/plan-b/new-ways-working-report/, https://www.economist.com/leaders/2019/04/04/theresa-may-takes-a-step-in-the-right-direction-on-brexit, http://www.trb.org/Publications/Blurbs/177505.aspx, http://upshawmarketing.com/2013/01/16/building-business-by-building-a-masterbrand/, https://www.virginmedia.com/corporate/media-centre/press-releases/virgin-media-joins-forces-with-the-tameside-digital-infrastructure-cooperative.html, https://www.virgin.com/virgingroup/company/venture. Berghfer, B & Lucey, B 2014, Fuel hedging, operational hedging and risk exposure evidence from the global airline industry, International Review of Financial Analysis, vol. Well write a 100%plagiarism-free paper this fast! Another political factor that impacts this companys operations are employment policies. Pingback: Coca-Cola: Ansoff Matrix | the Marketing Agenda, Pingback: Business Lessons: Richard Branson | the Marketing Agenda, Pingback: Virgin Mobile and Social Media Marketing Yumna.DICE, Pingback: Can the Online Casino Industry Teach Business Longevity? Social Science Research Network. 4, no. Paradoxically, much literature points towards both an appreciation of Virgins unstructured organisation, and a need for restructuring (Vries, 1999; Grant 2016). 1002-1022. The use of a single brand to manage multiple business units is affecting the performance of the Virgin group. Clean Brexit: Why Leaving the EU Still Makes Sense-Building a Post-Brexit Economy for All. Therefore, the chances are high that the demand for business travel will rise. Palgrave Macmillan, Cham. A bank branch for the digital age. Moreover, this company encounters opposition in the hospitality division from businesses like McDonalds and Starbucks. Management decision, 39(9), 761-766. Corporate identity and the advent of corporate marketing. 17, 2015 0 likes 49,769 views Download Now Download to read offline Leadership & Management The Strategic Direction and Development Of Virgin Group University of Jordan Follow University of Jordan Advertisement Advertisement Advertisement Recommended document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Subway: Changing brand perceptions withcelebrities, Coca-Cola: Ansoff Matrix | the Marketing Agenda, Business Lessons: Richard Branson | the Marketing Agenda, Virgin Mobile and Social Media Marketing Yumna.DICE, Can the Online Casino Industry Teach Business Longevity? Springer, Cham. The Virgin Group sought a challenge in ever venture. Strategy & Leadership, 29(1), 11-14. Retrieved from https://www.globalrailwayreview.com/article/80374/rail-industry-uk-economy-contributor/2, Carey, M. (2019, March 27). Virgin Atlantics codeshare partnerships and acquisitions will leverage its presence in the transatlantic market (CAPA, 2019; Jo, 2019; Baxter, 2019). 1) What are Virgin Group's distinctive resources/capabilities?The Virgin BrandFirstly, the Virgin brand is valuable in the form of brand equity, where 'Virgin' is one of the most recognised brand names in the UK, and is also well-known in other important markets including Europe and the U.S.A. Based on 1990s research, the Virgin brand was recogn. The challenge of changing consumer perception which faces Virgin Trains U.S.A., Americas first high-speed rail, can be met through cross-promotion with Virgin Voyages and Virgin Hotels, and a seamless physical-digital phygital integration of infrastructure (Carey, 2019; Nemtanu & Marinov, 2019). Bocken, N., Boons, F., Baldassarre, B. Upgradation of CYBGs credit ratings points to its potential for disruption (Dyer, 2019; Jones, 2018). 78-83. Uggla, H 2015, Aligning brand portfolio strategy with business strategy, IUP Journal of Brand Management, vol. expand into new sectors and new geographies. Virgins present growth is premised on its capacity to meet the standards of suppliers. 71-86). Virgin experiences competition from organizations like Lufthansa, Cathay Pacific, Fly Emirates, and British Airways. The level of income in the majority of households across the globe continues to improve as millennials join the corporate world. Manufacturing & Service Operations Management, 15(4), 616-629. The UK has not invested in the modern railway infrastructure, making it difficult for Virgin Rail to offer quality services to its customers. Virgin Group faces numerous legal challenges that affect its operations in the global market. However, the recent political developments in Britain, and a clean Brexit, can prevent an imminent national crisis (Theresa May takes, 2019; Halligan & Lyons, 2018). Uggla, H 2014, Make of buy the brand: strategic direction of brand management, Strategic Direction, vol. Sir Richard Branson Virgins. Sadq (2016) argues that the public acceptance of this trademark has been critical in enabling Virgin to invest in all fields, which its management trusts can add to the companys profit margin. % The availability of multiple dealers and few carriers characterize these two industries. 1, pp. The threat of entry: Virgin involves many different services that are price-cut due to the economic downturn of the recession (Grant, 2012). In the airline, broadband and gym industries to name just a few, Virgin is simply another player and fails to innovate in the way that a leader generally does. For Virgin, it means integrating its People & Planet portfolio with Health & Wellness (Find a Virgin, n.d.). This diversified operating model allows for the effective management and coordination of the Virgin Groups portfolio of investments. Capturing and Delivering Value in the Trans-Atlantic Air Travel Market: The Case of the Air France-KLM, Delta Air Lines, and Virgin Atlantic Airways Strategic Joint Venture. A failure in one of the divisions may affect the reputation of other branches. In the United States, this company has been involved in numerous trademark wars that have affected its brand, resulting in poor performance. Figure 1. Retrieved from https://business-essay.com/virgin-groups-successful-strategic-management/, BusinessEssay. Viviani, J. L., & Maurel, C. (2019). Adams, E. (2019, April 3). Branding strategies to leverage new products, Journal of Strategic Marketing, vol. The MVNO technology, which Virgin pioneered, has the potential to better serve the lifestyle and entertainment industry (Grimaldo, 2018). It has created employment opportunities for over 50,000 people and manages more than 300 branded businesses that are located in 25 varied nations (Rahman & Areni 2014). It allows this firm to utilize the expertise that its allies possess. The Economic Consequences of Global Uncertainty. The moderating role of app expertise. Mezghani, K., Aloulou, W. McKee, M., Martin, J. They want to extend the Virgin brand name further at a low cost where stature could be relied upon to help reduce the barriers for entry into a static market. (2019). <>stream In order to provide support to the Virgin Group on a global basis, Virgin Management operates in the UK, the US, Switzerland, Australia and South Africa. A Regulatory View on Smart City Services. This multinational corporation encounters varied technological hurdles in an effort to streamline its operations. The challenges include increasing customer awareness towards Open Banking and changing consumer behaviour towards their traditional preferences for ATMs, branches, and cash (MHPC, 2018; Dallerup et al., 2018; Maison, 2019). Virgin is, as we've seen in the previous parts, a well-diversified company. Making Connections. (2018, February 27). Looking beyond the risk of failure, I would also argue that unrelated diversification creates further risks in terms of losing brand strength, by blurring the delivery of a single strong message. 7-17. BusinessEssay. Consequently, the demand for mobile phones, especially smartphones, is anticipated to grow. 32-45. Halal, WE 2015, Business strategy for technology revolution: competing at the edge of creative destruction, Journal of the Knowledge Economy, vol. Building Movement Project. European Journal of Management and Business Economics, 26(2), 252-275. https://doi.org/10.1108/EJMBE-07-2017-015. However, there are ways and options to adapt your strategy after you diversify in order to make it more efficient to this new change. This clear focus on the consumer has given the brand the ability to (2018, May 8). Virgin Group - Corporate Strategy and Diversification April 15, 2019 ~ writer Corporate Strategy and Diversification - Virgin: the global entrepreneur 1) What are, and how do common resources and capabilities link the different Virgin companies? JSTOR 2975974. Halligan, L., Lyons, G. (2018). Corporate Strategy and Diversification Virgin: the global entrepreneur. As the spaceline for Earth, we aim to . Transformations of Care and Community. This report was made public, leading to the company losing a lot of customers. Establishing and communicating the correlation between transport, health, and sustainability is essential to avoid past policy mistakes (Cavoli et al., 2015; Maas et al., 2006). Retrieved from https://home.38degrees.org.uk/2018/08/20/virgin-care-statement-for-publication/ A company has to forfeit short-term gains for it to achieve lasting growth. The Pharmaceutical Journal, 296. Create a free website or blog at WordPress.com. Balmer, J. M. (1998). Palgrave Macmillan, Cham. Virgin Atlantics market entry in the 1980s in a good example of this at a time when great customer service was a rare quality in the airline industry, which was instead plagued by cancelled flights, delays and lost baggage. The Virgin Group's investment portfolio is diversified across multiple asset classes and geographies with majority and minority investments in listed companies, private companies, venture capital and real estate in both Virgin branded and non-branded companies. Retrieved from http://www.bteam.org/plan-b/new-ways-working-report/, Theresa May takes a step in the right direction on Brexit. Virgin Groups: Diversification. The challenges faced by the Virgin Group, Richard Branson, and his successor are the same. Amicus Curiae, 2015(104), 2-9. Virgin Group is a renowned brand across the globe with businesses in over 300 industries. 3 0 obj The Virgin branded businesses span multiple sectors: Travel & Leisure, Health & Wellness, Music & Entertainment, Telecoms & Media, Financial Services and Space. An increase in the number of professionals that are joining the business world, together with high disposable income amid many households, has resulted in the rise in demand for air transport. Virgin Group. Chichester, U.K.: Wiley. Gee, J. The corporate strategy of the Virgin Group is to operate like a venture capital firm based on the Virgin brand. This strategy involves non-related diversification at the individual . Identifying and exploiting existing smugness within a market can assist a business to improve performance. In return, a company that partners with Virgin profits from its superior brand and financial strength. Performing a strategys world: How redesigning customers made relationship banking possible. Greenwich Associates. It underlines the reason why Branson continues to diversify his business portfolio under the name Virgin. 10 predictions for the global economy in 2019. BusinessEssay. BusinessEssay, 13 Dec. 2022, business-essay.com/virgin-groups-successful-strategic-management/. Homsombat, Lei, and Fu (2014) posit that this corporation offers the best short-distance air transport in the United Kingdom (UK); hence it is unlikely to experience the threat of new entrants in this sector. Designing business models for the internet of things. Associating with like-minded businesses enables Virgin to instill the culture of innovation in all its new ventures, thereby guaranteeing their success. Furthermore, the presence of renowned brands of mobile phones like Apple and Samsung denies Virgin Group control over its target clients. Brand, or intellectual property, an intangible resource, is Virgins strongest resource, which has strengthened under the visionary leadership of Richard Branson founder of the Virgin Group, and its first, tangible resource (Grant, 2010; Mihailovic, 1995; Rothacher, 2004). A review by the Strategic Rail Authority ranked Virgin Rail as unpopular. Konstantin Matentzoglu is the CEO and a Member of the Board in Celonic Group. 12, no. 3) Assess whether moving further into the banking industry is the right strategic option for the Virgin Group (Apply Porters 5 Forces and 3Ps). Virgin Group's Successful Strategic Management. The demand for mobile phones continues to rise as more people have access to network coverage and the Internet. This multinational has invested in music, telecommunication, hospitality, railway, and airway sectors, among others. Portfolio Selection. Branson and his colleague thought of themselves as virgins in business, hence the. Their SBU's improve Virgin's scope and therefore its existing markets and products. Galloway, Kapasi, and Wimalasena (2019) emphasize that the number of professionals who are joining the corporate world is growing by the day. 1, pp. Consequently, this company has a chance to benefit from the cell phone industry if it can manufacture superior devices. 1-3. Journal of Transport & Health, 2(2), 111-119. Value innovation. Discover more of the businesses that the Virgin Group has invested in. Baxter, G. (2019). The diversification strategies adopted by the group has been responsible for the phenomenal rise in the Virgin Group's revenue, 'the sheer volume of the Virgin Group's revenues provide illustration of just how effective a diversification strategy can be in driving growth' (Robert, 2004). Virgins investments in Boom technology may bear slow returns, owing to the engineering and regulatory challenges facing supersonic air travel (Adams, 2019). Diversification is often seen as the last evolution for a company. For Virgin Groups, diversification is used in its strategic development. Retrieved from https://www.virgin.com/virgin-management-limited/careers/OurPurposeandValues, Our Senior Team. This will ensure that Virgin Group does not close some of its entities, a move that might affect not only its profit margin but also public image. Popular Science. Singapore: World Scientific. Journal of Epidemiology & Community Health, 60(7), 587-592. We define success not only by building successful, profitable businesses as global employers but also by the long-term value we create for people and the planet. The Virgin Group has been an investor in the space sector for more than a decade. The infographic below summarises the Investee Businesses and Licensees and where they are based. Hyperloop Ones prototype is in line with the futuristic Smart City infrastructure (Pelton & Singh, 2019; TR News, 2018). Journal of Knowledge Management, 1(2), 123-128. Kelly R. (2019). Virgin Group is one of the most successful conglomerates in the world. In spite of this organization being in the airway industry for many years, it has not established a solid difference. 13 December. Dyer, R. (2019, 28 March). 4 0 obj Virgins capabilities in marketing are often backed by Bransons promotional publicity (Collinson & Shaw, 2001; Bridgewater & Doyle, 1998; Balmer, 1998; Maklan & Knox, 1998). 1. Instead, Virgin tends to take an existing service or product and undercut prices or offers a slight variation on the business model. Website design: Viewing the web as a cognitive landscape. endobj 6, pp. Adapted from About Us, by Virgin Group. Snider, C & Williams, JW 2015, Barriers to entry in the airline industry: a multidimensional regression-discontinuity analysis of AIR-21, The Review of Economics and Statistics, vol. (2019, January 11). In The Design Imperative (pp. Nevertheless, it faces stiff competition, especially in the mobile and hospitality businesses. 4) What would be the challenges faced by a successor to Sir Richard Branson, and focusing on corporate strategy, what might he or she do? Change), You are commenting using your Facebook account. There is concern about the future of Virgin without Richard Branson (Grant, 2016). Nonetheless, this company has limited influence over its suppliers, especially in the mobile phone and book-selling divisions. Retrieved from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=2ahUKEwj72u3ekc_hAhWHLI8KHVYAA0sQFjABegQIBhAC&url=https%3A%2F%2Fwww.sustainableaviation.co.uk%2Fwp-content%2Fuploads%2F2018%2F06%2FSA-SAF-Roadmap-FINAL-24-Nov-2.pdf&usg=AOvVaw0P5zOEdonruE1gb0IBe9NX. Virgin creates disruption in monopolistic markets through price and quality differentiation (Mihailovic, 1995; Grant, 2016; Branson, 2019). (2019, January 16). Lindgardt, Z., Reeves, M., Stalk, G., Deimler, M. S. (2009). Proactive Investors Limited. Virgin Group. An unstructured, holocratic organizational structure, shaped by an informal, people-centric, adventurous work culture is the fifth, intangible resource (Kamasak, 2017; Tearing up the, 2015; Branson, 2017). Herein is an opportunity to reconstruct leadership roles (Western, 2019; Kelly, 2019). The NHS can fly the flag in post-Brexit Britain. Parks Associates. The leadership of this multinational should acknowledge that having a popular brand name is not enough. Retrieved from https://www.weforum.org/agenda/2019/01/what-to-expect-for-the-global-economy-in-2019/. Physical Evidence Paperless, cashless, branchless banking will give way to newer concepts, of Caf Branch, and Smart Branch technologies like banker tablet, interactive teller machine, video conferencing rooms, service terminals, teller cash recycler, robot host (Dallerup et al., 2018). Virgin Group. This corporation requires the vendors in these units to deliver products to its megastores, thus having the power to dictate the prices of the gadgets and books that they supply (Sadq 2016). Lets hope its much clearer and consistent than it is today. Discussing the opportunities for UK rail supply, in uncertain times. Palgrave Macmillan Studies in Banking and Financial Institutions. It should make sure that the current ventures offer excellent services to prevent further erosion of public confidence. Wang, W., Ferguson, M. E., Hu, S., & Souza, G. C. (2013). It must abolish the ring-fenced policy, which prevents profitable businesses from bailing out those that are not doing well. Retrieved from https://www.virgin.com/virgingroup/content/about-us. In return, the increase in the number of airlines that serve the UK market has affected Virgins profitability. x @fSSe;%}uA3H,R3 H$4d2hw7g_f XY"Ty,/i0\2OtN Financial Times Pitman Publishing. Virgin Groups Successful Strategic Management, The Coca-Cola Supply Chain & Operations Management, Asics Target Market and Marketing Strategy Analysis, Kawai Companys Quality Manufacturing Process, Microsoft Companys Innovations and Culture, Wal-Marts Human Resource Strategy and Plan, Nissan Companys International Marketing Strategies, Tamweel Companys Management and Marketing, Nokia Change Management & Organizational Changes, Kawai Companys Quality of Luxury Grand Pianos. 57, no. Get the latest business insights from Dun & Bradstreet. The Project Lightning programme, and AdSmart and Tameside partnerships, will leverage Virgin Medias supply chain to service future IoT-based smart cities (Virgin Media, 2019; Weber & arko, 2019). The strength, diversification and maturity of the portfolio enables the Virgin Group to realise certain holdings, reinvesting profits and proceeds from sales to support, develop and grow new and existing businesses. For instance, Virgin Mobile has formed alliances with numerous telecommunication companies to enable it to provide communication services. 1, pp. Aviation, S. (2014). The diverse nature of the Virgin Groups business model means that trying to reinforce a niche differentiator of rebellion no longer washes for such a broad target audience, so being considered the driving force in an infant industry that holds strong media interest can reach out to all existing audiences; demonstrating that the Virgin brand is always trying to push existing boundaries of possibility. 34, no. Charisma in Action: The Transformational Abilities Of Virgins Richard Branson And ABBs Percy Barnevik. Piehler, Hanisch, and Burmann (2015) assert that it is imperative to acknowledge the role of Virgins leadership style and culture in its success. The next 10 years or so will be a crucial period for Virgin, and it will be interesting to see how it pans out. Retrieved from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=6&cad=rja&uact=8&ved=2ahUKEwi2lsKy49DhAhV663MBHSLlDmkQFjAFegQIAhAC&url=https%3A%2F%2Fwww.greenwich.com%2Fsites%2Fdefault%2Ffiles%2Ffiles%2Freports%2FThe-Future-of-the-Banker.17-2029.pdf%3Futm_content%3Dbuffer542ac%26utm_medium%3Dsocial%26utm_source%3Dlinkedin.com%26utm_campaign%3Dbuffer&usg=AOvVaw0zToxyC7LsDcPli-aI3ZDJ. Vries, M. (1999). Business model innovation. Digitalisation and cybersecurity pose challenges of integration (Gann et al., 2011). Virgins brand purpose is Changing Business For Good. Markowitz, H.M. (1952, March). The use of this brand in multiple entities has helped the corporation to attract many customers, thereby overcoming competition (Snider & Williams 2015). Znasz kogo, kto moe by zainteresowany? Accenture. - The European Business Review. Virgin Trains USAs Patrick Goddard Wants to Get Americans Out of Their Cars. Finextra. According to Bereznoi (2015), the senior management team of Virgin Group is composed of ingenious people who have had significant success in their careers. Even though most firms that offer air transport services do not make a consistent profit, this has not prevented carriers from venturing into the industry. The Ansoff Matrix: A Legendary Tool, But with Two Logical Problems. (2016, May). Western, S. (2019). As Uggla (2015) alleges, all businesses within the Virgin Empire were doing well when this multinational had good publicity. The business offers competitive prices to air travelers, making Virgin Atlantic the most preferred airline amid domestic clients.