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Strategic Human Resource Management & Virgin

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I. EXECUTIVE SUMMARY

Virgin stands as an example of the benefits and success to be derived when top management realise that simply managing people is not sufficient, but investing in the human element that is responsible for all aspects of the operations, will reap tangible rewards.

Virgin approach recognised that human resource management should not just be approached from a series of procedures, polices and systems but should be balanced with a keen interest in the people of the organisation through which key objectives are met.

II. INTRODUCTION

In 1970 Richard Branson initiated the Virgin firm as a distributor of records. Today, after establishing itself in the airline, cellular phone and financial industries (just to name …show more content…

With such key behaviours present, the transference and perpetuation of Virgin’s core values is more readily done and accepted. The brand of itself is known for ‘quality, value for money, challenging the establishment and a fun work environment” (Parsley, 2005). While branding may be a marketing responsibility, Virgin acknowledges that a truly sustainable culture starts and continues with the employees.

The instilling of these behaviours has its roots in the personal values, personality, attitude and character of the founder and owner, Michael Branson, who is a key driver of Virgin’s culture.

IV. BRANSON’S LEADERSHIP AND MANAGEMENT STYLE

From all observations, Branson can be described as a charismatic, participative Transformational Leader, which may have its genesis in his personality, personal credo and character. As a leader he:

1. Has an ever expanding vision of Virgin and readily communicates such to employees, customers, stakeholders and the general public.

2. Is sensitive to the environment, both local and international. Due to his innovative nature, he is always on the lookout for new ideas, interest and opportunities to differentiate Virgin’s offerings.

3. Is sensitive to employee and customer needs. This trait is a main contributor to the current culture and focus of the organisation and has been filtered to all levels of management

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