Case | HBS Case Collection | March 2001 (Revised August 2001)

Virgin.com

by Alan D. MacCormack and Kerry Herman

Abstract

Describes the evolution of Virgin's dot-com organization and the decision it faced in mid-2000--whether to consolidate several separate dot-com ventures into one larger venture or, instead, to allow each to run independently. Also contains a history of Virgin's development so that students can examine the implications for Virgin's core businesses of moving online.

Keywords: Organizational Design; Organizational Structure; Motivation and Incentives; Online Technology; Consolidation;

Citation:

MacCormack, Alan D., and Kerry Herman. "Virgin.com." Harvard Business School Case 601-041, March 2001. (Revised August 2001.)