Richard Branson Case Study
Introduction An entrepreneur is defined by the Business English Dictionary as a person who organises factors of production, land, labour and capital to produce and sell goods in anticipation of demand, in the expectation of receiving profit. When considering Richard Branson and his ventures in business, he falls under the definition of a serial entrepreneur. Serial entrepreneurs are individuals who sell or close a business in which they had ownership and found another business while exploring multiple ventures one after the other. The Virgin Group of companies is one of the largest business organizations in the world. Founded by Richard Branson, the Virgin Group has established itself into many diverse ventures of the business industry. …show more content…
He is constantly looking for new exciting endeavours, adventures and experiences with the belief that life is to be lived to the fullest as he refers to himself as an extreme entrepreneur. Branson has been called “the undisputed king” of the publicity stunt. Rarely missing an opportunity to spread the word according to Virgin, Branson has travelled far and wide, and gone to extreme lengths to advertise the various companies that fall under his umbrella brand. Virgin has always prioritized and prided itself on its PR, and generally it has worked for them and to spectacular effect. For the 1996 launch of the relatively short-lived bridal and wedding venture, Virgin Brides which ceased trading in 2007, Branson won a fair bit of publicity by shaving off his famous beard and donning a $10,000 wedding dress. Never one to miss out on a photo opportunity, Branson ensured the media stunt garnered great interest for the Virgin brand, and though the company may have faded, the image of Branson dressed in drag on a catwalk has not a PR coup sold the idea that this is one businessman who’s not afraid to laugh at himself. Author Glenn Rifkin explains Branson’s everyman persona, “despite his personal riches, Mr Branson has retained an ‘everyman persona’ marked by his casual dress, affable and modest manner and devilish disrespect for
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