Prizes & Awards
This case is amongst the top 50 most popular cases in the 50 years history of The Case Centre – 1973-2023
2007 The Case Centre Best-selling Case in the Category 'Marketing'
2006 The Case Centre Best-selling Case in the Category 'Marketing'
2005 The Case Centre Best-selling Case in the Category 'Marketing'
2004 The Case Centre Best-selling Case in the Category 'Marketing'
2003 The Case Centre Best-selling Case in the Category 'Marketing'
2002 The Case Centre Best-selling Case in the Category 'Marketing'
Overall Winner of the 1996 Case Centre Awards
Winner of 1995 EFMD Case Writing Competition in the Category 'Relationship Marketing'
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.
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
