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Case
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Reference no. IMD-3-0797
Subject category: Strategy and General Management
Authors: Xavier Gilbert (International Institute for Management Development (IMD)); Leif Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1999
Version: 27.12.2002
Length: 17 pages
Data source: Field research
Topics: Brand extension; Market entry; Service innovation
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Abstract

In 1999 Richard Branson''s Virgin group is contemplating entering the mobile communications market. The market is highly attractive with high profitability, high growth rates and a large number of confused and dissatisfied customers. Virgin''s challenge is to bring something unique and truly innovative to the market. A video is available to accompany this case ''IMD-3-0797-V''. **EFMD European Case Writing Competition Category Winner 2001**
Location:
United Kingdom
Industry:
Telecommunications
Size:
GBP2 billion
Other setting(s):
1999
Teaching note
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Reference no. IMD-3-0797-T
Subject category: Strategy and General Management
Authors: Xavier Gilbert (International Institute for Management Development (IMD)); Leif Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 31.03.2003
Length: 13 pages
Data source: Field research
View full details
Supporting video
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Reference no. IMD-3-0797-V
Subject category: Strategy and General Management
Authors: Xavier Gilbert (International Institute for Management Development (IMD)); Leif Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2001
Length: 11 minutes
Data source: Field research
Topics: Brand extension; Market entry; Service innovation
Notes: File size 1GB. Click for more information.
View full details

About

Abstract

In 1999 Richard Branson''s Virgin group is contemplating entering the mobile communications market. The market is highly attractive with high profitability, high growth rates and a large number of confused and dissatisfied customers. Virgin''s challenge is to bring something unique and truly innovative to the market. A video is available to accompany this case ''IMD-3-0797-V''. **EFMD European Case Writing Competition Category Winner 2001**

Settings

Location:
United Kingdom
Industry:
Telecommunications
Size:
GBP2 billion
Other setting(s):
1999

Related

Teaching note
-
Reference no. IMD-3-0797-T
Subject category: Strategy and General Management
Authors: Xavier Gilbert (International Institute for Management Development (IMD)); Leif Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 31.03.2003
Length: 13 pages
Data source: Field research
View full details
Supporting video
-
Reference no. IMD-3-0797-V
Subject category: Strategy and General Management
Authors: Xavier Gilbert (International Institute for Management Development (IMD)); Leif Sjoblom (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2001
Length: 11 minutes
Data source: Field research
Topics: Brand extension; Market entry; Service innovation
Notes: File size 1GB. Click for more information.
View full details