The Virgin Way Case Analysis

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7. Analysis Virgin Atlantic set a very strong and continuous focal point at innovation which displayed in Figure 2. There are lots of examples showing its creation and innovation. Such as innovator to provide arrival lounge at London Heathrow (Ravi & Sun, 2016), fancy first class sleeper seats (Aaker & Joachimsthaler, 2000), first airline pilot career programme (PilotCareerNews, 2014) and use of Google Glass to enhance customer service (Rossi, 2014). Virgin Atlantic innovative culture is influenced by the Virgin brand. It marked for customer-centric service innovation and intense identified the ambition and passionate chairman Richard Branson (Rothkopf, 2009). He is a successful business leader described as fun, fast, charming, warm, …show more content…
It means leaders in England are highly visionary, inspirational, decisive and performance oriented. These characteristics are perfect match to Richard. Richard published the book “The Virgin Way” which expresses 10 rules to motivate himself and also his employees (Branson, 2014). The rules includes follow your passions, have fun, be happy, don’t give up, listen more and talk less, go out and meet people. These show his ability to inspire, motivate and expect high performance outcomes. The stimulus motivation provided to his employees leads them to transcend their self-interest for the good of Virgin Atlantic with the encouragement to inspire innovative ideas among employees. This kind of leadership is a necessary component to the approach of transformational leadership. Transformational leadership is the empowerment assisted by the transformational leader with cohesiveness or attractiveness (Bass & Riggio, 2005). It sets innovation as a priority and enhances the culture of innovation within the organization (Bush, …show more content…
Conclusion All the above explained Virgin Atlantic innovative culture and showed the relationship between organizational culture and behaviors with cultural change on leadership. The culture and leadership building on the foregoing discussion, the interactive relationships among leaders, followers and their environments could be influenced by cultural differences (Steers et al., 2010). GLOBE study used as a useful and popular approach to understand the cultural differences since it expressed the relation to leadership styles and the countries differences (Steers et al., 2010). All the supporting demonstrated innovative culture of virgin Atlantic is totally come from the innovative leader, Richard Branson. The writer was persuaded since Branson put effort to understand if the management team treated everyone fairly and whether or not the company could afford further pay offer. Although it may be just a practice of public relations via media, it showed the leader had made an effort to focus on his employees. British entrepreneur Richard Branson transmitted his innovative DNA to build up the innovative culture in Virgin

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