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Virgin Atlantic airways: ten years after

Author: Larréché, Jean-Claude ; Denoyelle, PantéaINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 36 p.Type of document: INSEAD CaseAbstract: The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's tenth anniversary. In 10 years, VAA has brought many innovations to the airline industry and won many awards for its service. It has fought against giants on an international scale and has survived the airline industry's most difficult years. The case describes the history of the firm, its achievements, and its practices especially in terms of operations, human resources and marketingPedagogical Objectives: The main purpose of the case is to discuss the concept of customer value delivery and to understand the mechanisms by which VAA can profitably offer its customers high service quality at a low price. Other possible pedagogical objectives are positioning, innovation, service, quality, and public relations. The case is best suited for courses on Marketing Management or Service Management.
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The main purpose of the case is to discuss the concept of customer value delivery and to understand the mechanisms by which VAA can profitably offer its customers high service quality at a low price. Other possible pedagogical objectives are positioning, innovation, service, quality, and public relations. The case is best suited for courses on Marketing Management or Service Management.

The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's tenth anniversary. In 10 years, VAA has brought many innovations to the airline industry and won many awards for its service. It has fought against giants on an international scale and has survived the airline industry's most difficult years. The case describes the history of the firm, its achievements, and its practices especially in terms of operations, human resources and marketing

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