The Culture Of Virgin Group By Seven Dimensions Of

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After reading “The Engine of any business”, the author reinforces 4 dimensions which are the driving force behind Virgin Groups success. The tactics used are: The people orientation, aggressiveness, innovation and risk taking culture. People orientation, it is a degree to which management decisions take into account the effects on people in the organization. Virgin Group concern on people orientation culture is illustrated in the article where Richard Branson emphasizes that people are the company’s biggest assets (Branson’s blog). In order to create a medium for workers to bond, Virgin Group would set up parties for the employees (Corporate cultures). Events like these would allow employees to build relationships with each other outside of the work environment. Also, according to the article, leaders are willing to listen to the employees’ opinion and allowing employees to be involved in decision making process. Aggressiveness is a key dimension in Virgin’s culture, over taking companies that are running out of business and then marketing them under Virgins name brand. Aggressiveness means the degree to which employees are aggressive and competitive rather than cooperative. This aggressiveness was illustrated in the article where, Virgin Blue, their Australian airline has, in the last 10 years, expanded and its sister airline to the United States, New Zealand, Thailand and soon, South Africa. As another example in the article, Virgin Active, their health club chain, the chain in South Africa was rescued within two years, and now, they have more 90 clubs in South Africa and another 100 in the UK, Italy, Spain and Portugal. The Virgin Group is also an innovative and risk taking company. It means there is a degree to which employees are encouraged to be innovative and to take risk. The Group acquires like-minded partners in ventures who match their

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