Virgin Atlantic Airways: Ten Years After

Published 01 Feb 1995
Reference 4323
Topic Marketing
Region Global
Length 34 page(s)
Prizes & Awards

This case is amongst the top 50 most popular cases in the 50 years history of The Case Centre – 1973-2023

2007 ecch Best-selling Case in Marketing

2006 ecch Best-selling Case in Marketing

2005 ecch Best-selling Case in Marketing

2004 ecch Best-selling Case in Marketing

2003 ecch Best-selling Case in Marketing

2002 ecch Best-selling Case in Marketing

Overall Winner of 1996 European Case Awards

Winner of 1995 EFMD Case Writing Competition, Relationship Marketing Category


The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's 10th 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.

Teaching objectives

The case aims to discuss the concept of customer value delivery and to understand the mechanisms by which VAA can profitably offer its customers high quality service 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 services management.

  • Marketing
  • Services
  • Value
  • Delivery
  • Entrepreneurship
  • Public relations
  • Leadership
  • Pricing