Virgin Atlantic Airways: Ten Years Later

(Case prepared by Pantea Denoyelle, Research Associate, under the supervision of Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing at INSEAD.)
"June 1994, Virgin Atlantic Airways celebrated its 10th anniversary of its inaugural flight to New York. Richard Branson, the airline's chairman and founder, reminisced about its tremendous growth. In 10 short years, he had established Virgin Atlantic as Britain's second largest long-haul airline, with a reputation for quality and innovative product development. …