Critically assess Brandon's strategic thinking and the actions he employed in developing Virgin and implications for the future of the company

Extraits

[...] http://www.johnshepler.com/articles/branson.html http://www.virgin.com The official site of Virgin where all the products and services can be bought. http://www.fastcompany.com/magazine/87/branson.html A file about Richard Branson and Virgin Company. The centre only collects dividends The power is in the business units Most of the power is in the centre Each unit is controlled by the centre and is linked with other subsidiaries. [...]

[...] Critically assess Branson's strategic thinking and the actions he employed in developing virgin, and implications for the future of the company Introduction The highly diversified Virgin group has known an impressive progression since its creation in 1970. His founder, Richard Branson has come beyond boundaries of what has been done until now because he has introduced a new way of thinking strategy. As one will see in the first part, Branson is a charismatic character who brings a new vision to entrepreneurship and leadership in a company. [...]

[...] Consequently, Branson takes the first phase in charge where his feel for the market is vital, then he chooses the right people, defines the objectives and the optimisation of the resources and finally, he delegates and lets the business run. Branson liked to say that he used the same system as Japanese companies like Honda, “Keiretsu” which means a commitment to the long term, a preference for organic growth in order not to do acquisitions, and no real hierarchy. Branson learns from his mistakes. [...]

[...] But Virgin wanted to penetrate new markets and new countries and so went on developing rapidly. Richard Branson had difficulties in separating from the label Virgin Music as it was his first real business (after the creation of “Students” newspaper), but he had to make a choice and he decided to keep his airlines company for which he was so proud. In1999, Megastore was exported extensively to reach 381 stores worldwide and its concept was refined to adapt to local cultures. [...]

[...] He talks about “positive change” and gets involved in economic and ecologic problem in the United Kingdom. Thus, he made a speech in favour of the hybrid car in order to reduce need of oil and so that employees from Rover do not lose their jobs. (Sir Richard Branson. The Independent on Sunday. London Apr pg.16). Moreover, he was the first one to buy an Airbus A380, the less noisy and polluting plane. Subsequently, Branson appears to be a defender who is good for others. [...]