In order to understand the strategic development history of Virgin, it would be necessary to refer to the context of strategy, as a key criterion for the success of business operations. In accordance with Waters (2006) the term corporate strategy ‘contains all the strategic decisions that affect the whole diversified corporation’ . In the above context, corporate strategy refers to a series of organizational problems, such as the following ones:
a) which part/ sector of the organization is of more importance for the organization’s growth,
b) at what level integration should become one of the organization’s activities,
c) how the growth of the organization can be secured – especially in the long term,
d) in which way the organization’s mission could be achieved,
e) how the strategies of the organization’s different sectors can be combined so that organizational culture is secured, and so on. In other words, the corporate strategic history shows the methods used by the organization for promoting its culture and achieving its goals; these methods can be differentiated across organizations – in accordance with the conditions in the internal and external environment but also the aims and the values of each organization. ...