Virgin: The Global Entrepreneur
Demonstrate which value adding activities the Virgin HQ is performing and give examples of each of these.
According to Goold et al (1994) there are four main types of activity by which a corporate parent can add value.
Envisioning – The corporate parent can provide a clear overall vision or strategic intent for its business units.
Coaching & Facilitating – The corporate parent can help business unit managers develop strategic capabilities.
Providing Central services – A provider of capital investment.
Intervening – The corporate parent can also intervene within its business units in order to ensure appropriate performance.
This section will address the value adding activities of the Virgin HQ on the Virgin Group and show how aspects of the four key activities are evident in the case study.
Virgin have added value to their portfolio in several ways. The most clearly visible way in which they do so is through envisioning. As the Virgin HQ and Richard Branson are so closely intertwined, they have developed a unique approach to the business and believe in careful brand enhancement and the benefits of transferring this brand image across a diverse portfolio. They view companies as part of a family rather than a hierarchy.
The Virgin HQ has developed a very powerful and distinctive brand image across all of its subsidiaries. Its brand has associations with being “fun”, “innovative” and “daring”. It is evident that envisioning is the most important value adding activity that the Virgin HQ is performing as it has responsibility for streamlining the corporate image across all SBU’s. The HQ has also introduced a number of initiatives across the business, which helps give a common purpose to the group.
People and planet: had the aim of ensuring that virgin companies contribute to a sustainable society.
Virgin Unite: had the aim of partnering to develop new ways to improve social and environmental issues.
Virgin green fund: Invested in companies
According to Goold et al (1994) there are four main types of activity by which a corporate parent can add value.
Envisioning – The corporate parent can provide a clear overall vision or strategic intent for its business units.
Coaching & Facilitating – The corporate parent can help business unit managers develop strategic capabilities.
Providing Central services – A provider of capital investment.
Intervening – The corporate parent can also intervene within its business units in order to ensure appropriate performance.
This section will address the value adding activities of the Virgin HQ on the Virgin Group and show how aspects of the four key activities are evident in the case study.
Virgin have added value to their portfolio in several ways. The most clearly visible way in which they do so is through envisioning. As the Virgin HQ and Richard Branson are so closely intertwined, they have developed a unique approach to the business and believe in careful brand enhancement and the benefits of transferring this brand image across a diverse portfolio. They view companies as part of a family rather than a hierarchy.
The Virgin HQ has developed a very powerful and distinctive brand image across all of its subsidiaries. Its brand has associations with being “fun”, “innovative” and “daring”. It is evident that envisioning is the most important value adding activity that the Virgin HQ is performing as it has responsibility for streamlining the corporate image across all SBU’s. The HQ has also introduced a number of initiatives across the business, which helps give a common purpose to the group.
People and planet: had the aim of ensuring that virgin companies contribute to a sustainable society.
Virgin Unite: had the aim of partnering to develop new ways to improve social and environmental issues.
Virgin green fund: Invested in companies