Virgin Group Case Study

Corporate culture generally emphasizes on the company 's shared mission, vision, and values. Sir Richard Branson, the founder of Virgin Group is seen as a high profile figure who is responsible in shaping his company 's culture and values, which acts as a guide for all Virgin businesses. To achieve success, importance is placed on conformity against the homogeneous culture among organizational members as it is implied to be manageable and controllable. According to Schein (1985), corporate culture is establish during recruitment process, where those who fit the culture are recruited while those who are not are removed (Reiche, 2003). In Virgin Australia, not only do cabin attendants need to go through a five-stage recruitment process,

Although the discussed theories were created based on researches done as long as 36 years ago, the findings are still applicable to current companies, where the present successful companies like Virgin Group possess traits similar to those decades ago. For instance, Virgin has most the corporate characteristics contributing to the success of companies by Peters and Waterman, even when they were introduced in 1982. The theories also exhibited the levels of culture in an organization, which explains the existing beliefs, symbols, and practices of Virgin Group in relation to the way things are done in the organization. These implicit and explicit messages can be a positive force that drives the company to success. Besides, the way culture is created can also be applied to the recruitment practices of Virgin Group, where a well-developed culture can be one of the powerful recruiting points of the company. By being highly selective, Virgin will have employees that are aligned with the company 's mission, vision, and objectives, which allows the company to move forward together as one. As Virgin has the attributes of an organism, with its adaptability, it allows different ways of doing things, resulting in a more flexible and innovative decision making process. In addition, by being an analyst, Virgin was able to become the

Besides, as most of the businesses under Virgin Group tends to promote and create a fun working environment for its employees, the company should consider allowing their employees to dress casually to work, perhaps once or twice a week, especially for those in departments without having to meet customers or suppliers face-to-face. According to research, it is said that employee morale can be raised by wearing casual attire. In addition to feeling more relaxed, employees can also express themselves better, where this freedom will foster creativity, flexibility, and individual development in a way. Plus, if managers dress casually to work, superiors may seem more interactive and approachable. This will aid in reducing the hierarchical relations while encouraging collaboration and team building. With this, not only will it support the company 's organic structure, employees are more likely to work better as a team, which will then benefit the company in terms of productivity, effectiveness, and