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Compact case
Case
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Reference no. 501-018-1
Subject category: Marketing
Authors: Leo-Paul Dana (Department of Management, Marketing and Entrepreneurship, University of Canterbury)
Published in: 2001
Length: 5 pages
Data source: Published sources

Abstract

''We have watched Virgin Atlantic grow into a formidable airline with similar values of customer service, quality and vision of the future,'' said Dr. Cheong. Branson''s own Virgin Atlantic Airways was Britain''s second largest scheduled airline, and Branson''s brand was among the top five in the UK. The entrepreneur ran his airline independently, as he argued that alliances in the airline industry were not geared toward the interests of passengers. In December 1999, however, Branson was discussing a possible alliance between Singapore Airlines and his own Virgin Atlantic Airways. In contrast to the entrepreneur, who brought only his accountants to the meeting, the Singapore Airline delegation included bankers from Credit Suisse First Boston. After Singapore Airlines raised its offer to £500 million, Branson wrote a note to Cheong. It read as follows: ''It looks like we have a deal at £600 million. Who is going to pay for this lunch?''
Location:
Industry:
Size:
Large
Other setting(s):
1999

About

Abstract

''We have watched Virgin Atlantic grow into a formidable airline with similar values of customer service, quality and vision of the future,'' said Dr. Cheong. Branson''s own Virgin Atlantic Airways was Britain''s second largest scheduled airline, and Branson''s brand was among the top five in the UK. The entrepreneur ran his airline independently, as he argued that alliances in the airline industry were not geared toward the interests of passengers. In December 1999, however, Branson was discussing a possible alliance between Singapore Airlines and his own Virgin Atlantic Airways. In contrast to the entrepreneur, who brought only his accountants to the meeting, the Singapore Airline delegation included bankers from Credit Suisse First Boston. After Singapore Airlines raised its offer to £500 million, Branson wrote a note to Cheong. It read as follows: ''It looks like we have a deal at £600 million. Who is going to pay for this lunch?''

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1999

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