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THE VIRGIN GROUP IN 2012

LEADERSHIP AND STRATEGIC CHANGE

WALTER FEDERICO MINETTI Universidad de Ciencias Sociales y Empresariales December 2013

1. What common resources and capabilities link the separate Virgin companies?
In fact, this group of companies was unusual in terms of the range of products it encompassed.
But there is certainly a secret in the success of this group. All companies in Virgin Group believe in making the difference. Their most respected core concentrates in quality, innovation, fun and sense of competitive challenge, empowering employees to improve customer’s experience through innovation.
All markets in which Virgin operates are markets where customers aren’t feeling a comfortable service or have been under-served by competitors, typically signed by confusion or over competition. And Virgin objective in these markets is to be the consumer champion, to break into them and shake them up.
As we stated before, Branson created an entrepreneurial culture that is carried through all the Virgin group companies:
Being simple, honest and transparent, not necessarily the cheapest on the market;
Quick communication;
Loyalty, fun and care for workers, in order to provide them a nice place to work;
High attention to details, delivering on promises;
Being professional but not corporate;
Modern and stylish designs and ideas;
Proclaiming pop-culture innocence, possessing novelty and shock-value;
We can without doubt say then, that the brand Virgin has been the group’s most relevant asset, always under the leadership of Branson.
But not only values and

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