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HRM / OB Case Study

Case Title:

Internal Branding and HRM at Virgin

Publication Year : 2006

Authors: Mridu Verma

Industry: Internet and e-commerce


Case Code: HRM0047P

Teaching Note:  Available

Structured Assignment:  Available

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The case covers Virgin’s innovative human resource (HR) practices and internal branding exercise. A diversified group, Virgin has over 200 privately held companies. Founder promoter Richard Branson (Branson) has extended the Virgin brand to diverse and distinct businesses such as airline, cola, mobile phone, bridal wear, retail chain, financial services, cars, jeans, trains, and books amongst others. As Branson extends brand Virgin to new and unrelated area, Virgin’s human resource management, leadership and brand values play a key role in maintaining its core brand values. The case enables students to discuss Virgin’s innovative HR practices and internal branding strategy, evaluate its HRM model with reference to recruitment, work culture and role of leadership and spread of core brand values.

Pedagogical Objectives:

  • Understand the dynamics of the Virgin Group
  • Discuss its innovative HR practices and internal branding strategy
  • Evaluate Virgin’s HRM model with reference to recruitment, work culture and role of leadership and spread of core brand values
  • Discuss the future prospects of Virgin’s HRM model and its internal branding exercise.

Keywords : Richard Branson; Virgin Atlantic; Core Competency & Competitive Advantage Case Study; Virgin retail; Virgin Rail; Virgin Direct; Virgin People; Virgin blue; Virgin Village


  • Introduction
  • About Virgin
  • Background Note
  • Internal Branding
  • 'Extending' Human resources
  • Leadership by Example

  • Recruitment criteria and brand values
  • Brand Culture
  • Looking Ahead
  • Key Dates
  • Employee Initiatives
  • Company Information

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