That is the fun of it. ”He thoroughly enjoyed doing what he did – with the enthusiasm of an evergreen hero, ae notwithstanding. Hwever, te success of so many of his ventures reveals a highly competent and mature business mind behind the façade of reckless adventurism and showmanship. Te major criticism of Virgin group and by implication, Banson has been about brand dilution. Mnagement pundits find it difficult to accept the fact that one brand can be extended successfully to give value and sales power to so many and services.
Snce Branson controls majority interest in most of his ventures and since many of them are not publicly listed, prformance of individual businesses can not be precisely judged. Tis gives rise to the doubts that losses of some ventures were being covered by the profits of other ventures, ad that the diluted Virgin brand was not a story of undiluted success as the company PR managers were making it out to be. Te other criticism of Branson has been his inability to accept opposition/defeat in grace. Vrgin challenge the Australian media baron, Rpert Murdoch’s dominance in the print and electronic media business by acquiring a stake in ITV, abroadcasting company, trough his own NTL, acable company; NL’s offer was rejected but Rupert Murdoch, snsing Branson’s plan, qickly moved to acquire 17.
9 of ITV stake through his own BSkyB by making a higher bid (case study). Rbert Barr of Associated Press reported Branson as saying, “ week ago there was a lot of warmth from ITV. Aweek later a rejection. Te only thing thats taken in last week thats different is Murdoch’s acquisition of nearly 20 percent of theIn view of the interest of so many stakeholders even in a closely held group like Virgin, te criticisms are well founded.
Banson’s style does not behove a world-class business magnet with aspirations to move his group to top spot within the next decade. )Situation analysis: Tday, Vrgin is a bag of mixed fortunes. Is businesses in cola drinks, fnancial services and vodka are all in the red. Is rail services have been termed as national disgrace’ the British Dy.
Prime Minister (case study). Te dependence of the Group’s financial survival upon a single brand name and that too with Branson’s singular approach to doing business is akin to pushing one’s luck. ..
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