Case | HBS Case Collection | September 2001 (Revised October 2002)

Virgin Group, The: Filling in the Value Gap

by Frances X. Frei, Hanna Rodriguez-Farrar and Corey B. Hajim


Chronicles the successes and failures of the Virgin Group. By examining these examples, students discover attributes of Virgin's overall service concept, which, at its core, competes on quality rather than on price. Students are challenged to consider how Virgin might extend its operations into the U.S. market.

Keywords: Quality; Competition; Price; Business Conglomerates; Service Operations; Service Delivery; Market Entry and Exit;


Frei, Frances X., Hanna Rodriguez-Farrar, and Corey B. Hajim. "Virgin Group, The: Filling in the Value Gap." Harvard Business School Case 602-057, September 2001. (Revised October 2002.)