Virgin Airline's Leadership Assignment Example (GC01552)

Table of Contents

1.0 Introduction.

2.0 Richard Branson’s approaches in Virgin Airlines to leading his business.

3.0 Richard Branson’s leadership attributes.

3.1 Risk-seeking.

3.2 Innovative.

3.3 People-Oriented.

3.4 Determined and Optimistic.

3.0 Leadership Theories.

3.1 Trait theories.

3.2 Behavioural theories.

3.3 Contingency Theories.

3.4. Power and Influence Theories.

4.0 Leadership styles practiced by Richard Branson in Virgin Airlines.

4.1 Autocratic leadership.

4.2 Democratic leadership.

4.3 Liaises-faire leadership.

4.4 Transformational leadership.

4.5 Empowerment Leadership Style.

5.6 Charismatic Leadership.

4.7 Inspirational leadership.

5.0 Factors Influencing Richard Branson’s Leaderships.

6.0 Challenges faced by Richard Branson.

7.0 The future position of Richard Branson’s leadership.

8.0 Conclusion.

9.0 References.

Appendix A: Overviews of Virgin Airlines.

Appendix B: Background of Richard Branson’s leadership.

Appendix C: Cultural functions developed by Richard Branson.

Appendix D: Branson leadership’s distribution in gender.

Appendix E: Technological development by Richard Branson.

Appendix F: Branson’s strategies to gain sustainable competitive advantages.

1.0 Introduction

Leadership, which plays a vital role in maximizing business productivity and shaping positive culture and promoting harmony, is a collective and collaborative process that emphasized networks and relationships (Kezar et al, 2011). As leadership has a crucial impact on the achievement of organizational goals and objectives, key people have to lead individuals and teams using effective and appropriate leadership styles (Mullins, 2013). In this report, the reporter has critically analyzed and evaluated the leaderships practiced by a particular leader called “Richard Branson” in Virgin Airlines. At first, the reporter has analyzed the leadership approaches practiced by Richard Branson. Then, the reporter has discussed several leadership theories developed over time and their application by Richard Branson in Virgin Airline. Next, the reporter has illustrated different leadership styles and their application in Virgin Airline. Following this, the reporter has analyzed the factors which influence Richard Branson’s leadership practices. Finally, the reporter has focused on the Richard Branson’s current leaderships in Virgin Airlines can suit future changes and challenges faced. Finally, the reporter has evaluated the authenticity of leadership practices by Richard Branson in the Virgin Airlines business. The overview of Virgin Airlines and the background of Richard Branson are discussed in Appendix A and Appendix B respectively.

2.0 Richard Branson’s approaches in Virgin Airlines to leading his business

The Virgin Airline Annual Report-2014 reveals that Richard Branson is the successful leader, who started their journey in 1984 and a few decades later now the UK’s second-largest airline. Richard Branson is now operating with 45 airlines and serving about 5 million global passengers in a year by his around 9,000 dedicated and devoted workforces (Virgin Airline Annual Report, 2014). Branson took a major leadership initiative in 2006 sending all his managers to an effective training and development program for improving their management and leadership skills. Branson developed a leadership program in 2011 which has focused mainly on business aims and objectives, rather than human capital processes. This program has given huge success to Branson the long-term goal of 7% improved profits because the initiative has followed traits and 360-degree appraisals towards the management teams (Virgin Airlines, 2014). In addition, Branson has recruited management people from the diverse environment because he believes that people come from diverse backgrounds can contribute more in developing an effective leadership (Virgin Airlines, 2014).

Branson’s business manifesto is to grow up a profitable airline where people love to work and fly. Branson focuses on six key leadership principles: a) improved revenue and profits; b) being bold and adventurous; c) adding magic touches; d) delivering the basics brilliantly; e) inspiring and engaging people, and f) ensuring an excellent environment for great people. Finally, Branson believes that staffs first than customers and shareholders, consequently he focuses on power delegation among this manager, lawyers and other stakeholders. Branson also emphasizes leadership flexibility and qualities, identifying leadership weaknesses. (Virgin Atlantic Annual Report, 2014).

3.0 Richard Branson’s leadership attributes

3.1 Risk-seeking

According to Grout and Fisher ( 2014), Richard Branson always loves to take risks in his decisions and strategies. For example, Branson’s insatiable desire is to compete with British Airways which is the industry giant, consequently, he undertakes effective and careful decisions against aggressive competitors.

3.2 Innovative

Richard Branson is a very innovative leader. Therefore, he has been trying to promote Virgin Airline at every stage. For instance, as an innovative idea, he conducted a tank down in New York City to introduce Virgin Airline to the public. The other example is he flowed hot air balloons across the Atlantic to introduce and promote Virgin Airlines. Wearing a wedding gown in promoting new bride chains is also an innovative concept of Richard Branson (Dudovskiy, 2013).

3.3 People-Oriented

Bradt (2014) states that Branson’s belief is people come first, which includes staff and customers. He always treats every staff as a family member. For example, Branson does not mind giving his personal mobile and phone number to the followers and motivates the workforces to call him whenever they have any issues. He also trusts his employees in both good and bad circumstances. For example, when he did settlement from British Airways, he shared every information with his followers. On the other hand, Branson is always devoted to customers, consequently, he tries his best to provide quality products at as lower prices as possible. In addition, he focuses on excellent customer service and understanding the customer needs and expectations. Thus, he has provided several effective training and development programs to the workforce.

3.4 Determined and Optimistic

Feloni (2014) discloses that Branson is always Optimistic and Determined. For example, when Branson failed to wrestle the United Kingdom’s lottery franchise from Camelot, he did not lose his temper rather he was positive and dignified in defeat. Branson also contacted Camelot’s CEO and requested her not to say sorry because he is not a bit upset rather had a beautiful life. This optimism gave him incredible success just a few days later owning a non-profit game……….

Leadership & Management