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Author Verma, Mridu, author

Title Internal branding and HRM at Virgin / by Mridu Verma
Published [Hyderabad, Andhra Pradesh] : IBS Center for Management Research, [2006]
copyright 2006

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Description 1 online resource (16 pages) : illustrations
Summary The case covers Virgin's innovative human resource (HR) practices and internal branding exercise. A diversified group, Virgin has over 200 privately held companies. Founder promoter Richard Branson has extended the Virgin brand to diverse and distinct businesses such as airline, cola, mobile phone, bridal wear, retail chain, financial services, cars, jeans, trains, and books amongst others. As Branson extends brand Virgin to new and unrelated area, Virgin's human resource management, leadership and brand values play a key role in maintaining its core brand values. The case enables students to discuss Virgin's innovative HR practices and internal branding strategy, evaluate its HRM model with reference to recruitment, work culture and role of leadership and spread of core brand values
Notes Title from resource description page (viewed June 17, 2016)
Case code: HRM0047P
Bibliography Includes bibliographical references
Notes In English
Subject Virgin Group -- Personnel management -- Case studies
SUBJECT Virgin Group. fast (OCoLC)fst00710910
Subject Personnel management -- Case studies
Branding (Marketing) -- Case studies
Branding (Marketing)
Personnel management.
Genre/Form Case studies.
Form Electronic book