The Virgin Group is one of the UK's largest private companies. Virgin's highest-profile business was Virgin Atlantic, which had developed to be a major force in the international airline business. Virgin Atlantic Airways has become Britain’s second largest airline serving the world’s major cities. On 20 December 1999 Richard Branson signed an agreement to sell a 49% stake of Virgin Atlantic to Singapore Airlines to form a unique global partnership. The cost of the transaction to Singapore Airlines was £600.25 million, which included a capital injection of £49 million and valued Virgin Atlantic at a minimum of £1.225billion
to grow a profitable airline where people love to fly and where people love to work. The basis of an organisation’s mission statement should answer the question “What business is the company in?” Virgin Atlantic is doing this by stating that it is an airline ‘where people love to fly’. That clearly underlines that Virgin Atlantic is not in the people or food business, neither in the service business as such, but in the mass-transportation business.The airline’s aim was simple: “To provide the highest quality innovative service at excellent value for money for all classes of air travellers”.
The cultural web shows the behavioural, physical and symbolic manifestations of a culture that inform and are informed by the taken-for-granted assumptions, or paradigm of an organisation. The cultural web is most often used at the organisational and/or functional levels. The elements of a cultural web are as follows: The paradigm, routines, rituals, stories, symbols, organisational structure, and control systems. Johnson et al ( 2000, pg 199)
The paradigm of the organisation encapsulates and reinforces the behaviours observed in the other elements of the cultural web. Virgin Atlantic provides low cost fares designed to stimulate demand, on time performance and less time of baggage handling....
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